Fremantle UK names Adam Middleton as Head of Digital and Branded Content

Middleton most recently led the creative strategy within Channel 4’s sales team, with a focus on digital-first branded entertainment, where he collaborated with brands, agencies, digital commissioners, and production companies.

Before joining Channel 4, he held creative and commercial strategy roles at LADbible Group, Brave Bison, and Social Chain, and also worked across creator marketing and digital content at Publicis.

In the new role, Fremantle’s digital production arm will sit under Middleton and be led by Jamie Crossan in a newly created role – Head of Digital Production at Fremantle UK. His team has previously worked with IPs such as Britain’s Got Talent, Blankety Blank, and Too Hot To Handle.

Fremantle UK is the British production arm of global entertainment group Fremantle. It comprises labels and companies including 72 Films, Arrow Media, Dancing Ledge, Element Pictures, Naked, Red Planet Pictures, TalkbackThames, Wag Entertainment, and Wildstar Films.

Fremantle UK shows include The Apprentice (BBC One), Britain’s Got Talent (ITV), Too Hot To Handle (Netflix), The Rap Game UK (BBC Three) and Grand Designs (C4).

Amelia Brown, CEO of Fremantle UK, said: “As Fremantle UK continues to evolve as a multi-platform business, digital and branded content remain central to our growth. Adam’s experience and understanding of this landscape will be invaluable as we strengthen our position and explore new commercial opportunities.

Middleton added: “I’m thrilled to be joining Fremantle, a powerhouse in entertainment production, at such a pivotal time in the industry. The business has leveraged digital channels effectively for years, and it’s a great time to come on board to drive further growth in this space, with a focus on building new IP, collaborating with creators and partnering with advertisers.”

Fremantle recently appointed Kevin Lingley as Executive Vice President (EVP) of Artificial Intelligence (AI). Discover more here.