ITV Global Entertainment expands commercial brand division

Firm hires four senior executives to lead its commercial brand division.
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Gustavo Antonioni, commercial brand director, has appointed Corine Pouvreau-Miles as director of promotions and new business; Mara Gardner as director of product and brand development; Aysha Kidwai as director of merchandising and licensing and Marina Lum-Kang as senior vice president of brand extensions and integrated marketing.

Reporting to Antonioni, the newly created positions underline ITV Global Entertainment’s intention to grow and extend its brands in the UK and internationally.

Key brands at ITV Global Entertainment Ltd include Coronation Street and Emmerdale, new music and entertainment drama series Britannia High, international reality series Hell’s Kitchen, global entertainment series Dancing on Ice and I’m A Celebrity… Get Me Out of Here! and award-winning children’s properties Pocoyo, Numberjacks and Bella Sara.

Pouvreau-Miles will be responsible for creating strategic promotional opportunities across the key brands. She will work closely with the sponsorship team to offer off-air multiple point activation platforms to brand partners.

Previously merchandising and promotion manager at Source (UK) and European development director at PPI, she joined Logistix Kids, an agency specialising in kids and family marketing, successfully running its Paris and Chicago offices and creating award winning campaigns for companies such as Kodak, Kellogg's, PepsiCo and P&G in Europe, the USA, Canada and Latin America.

Gardner has over 20 years experience with consumer, media and entertainment brands. She joins from Resonate Media & Entertainment in New York, where she worked with clients such as CBS Television Digital, Warner Bros. AMC/Rainbow and NBC Universal.

Gardner previously headed European marketing for Warner Bros. Consumer Products and worked as VP of marketing for Warner Bros. Entertainment UK. She was also part of Disney’s first European marketing team managing strategic alliances with McDonald’s, Nestle and Mattel.

Kidwai arrives having spent more than 13 years working in brand management, marketing, licensing, TV sales and retail. Kidwai started her career in advertising at JWT Middle East and subsequently joined Fox Family's UK until it became Jetix Consumer Products. She also worked on projects at international talent agency Dualstar Entertainment and at The Times newspaper.

Most recently Aysha was commercial director at retail and design consultancy Watermelon where she established successful Direct to Retail licence portfolios for retail partners including Marks and Spencer and C&A Europe.

Lum-Kang will oversee new business development, merchandise and licensing, related digital content, promotional activity and product integration for brands in the United States, Canada and Latin America.

Prior to joining, Lum-Kang worked in entertainment merchandising and marketing international with Marvel Entertainment Group, Warner Bros. Consumer Products, Warner Bros. Theatrical Marketing, and Sony Pictures Entertainment Consumer Marketing, in positions that included brand management, commercial marketing, promotions, retail business development, and integrated business planning.

In addition Monica Austin, currently manager of digital media at ITV Global Entertainment in Los Angeles, has been promoted to director of brand extensions and integrated marketing, reporting into Lun-Kang.

Antonioni said: “I am delighted to have put such a strong and talented team in place, combining both global experience and in-depth knowledge of the UK market. Bringing the finest talent to ITV Global Entertainment puts us in the optimal position to leverage the ITV brand, which has massive exposure in the UK, enabling us to deliver across M&L, broadcast, digital, sponsorship platforms.

"We have already started to create “best in class” partnerships with leading companies in many different industries and we’re extremely excited by the huge opportunities that these alliances will bring.”

Peter Iacono, president and managing director at ITV Global Entertainment added:

“Gustavo’s vision for the company is truly innovative. He has brought a whole new way of thinking to this important part of our business. The strength of his new hires to augment the Commercial Brand team will enable him to convert his exciting plans into reality for the ITV Group of companies.”

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