Food licensing and branding expert will help to further drive the brand off-air.
Endemol Shine Group has confirmed that it is working with top food licensing and branding expert Guy Mottershead on MasterChef, as part of a wider refresh of the brand’s off-air successes.
With more than 30 years experience in the sector, Guy (pictured) built Jamie Oliver Licensing and most recently established his own agency, Licensing Works.
He will be working in an advisory capacity to help leverage the MasterChef consumer products and further drive growth of the brand off-air. Guy will work alongside the group’s brand licensing team as they develop a creative refresh of the MasterChef brand off-air and build a branded food range strategy, feeding into the group’s overall food brand licensing strategy.
“We recognise the added value that experts in their field can offer our brands and Guy brings a wealth of experience and learnings to our MasterChef business,” said Jane Smith, group director, brand licensing and gaming, Endemol Shine Group. “Given Guy’s deep expertise in the food category, we are delighted to be working with him on a strategy to build long-term multi-territory licensing programmes for MasterChef, with food a particular focus.”
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