Channel 4 Sales names Simon Wells as partnership controller
The reshuffled Channel 4 Sales lineup was today completed with former head of IP and entertainment at Drum OMG Simon Wells appointed to the newly created position of partnership controller, funded content and creative solutions.
Wells has previously worked on advertiser-funded shows including; What’s Cooking? from the Sainsbury’s Kitchen for Channel 4; the 2009 revival of The Krypton Factor for ITV; The Angina Monologues for Sky and The Big Tackle with Austin Healey for ITV, though he was keen to single out Channel 4 for particular praise.
“I am thrilled to be joining the UK’s most exciting and innovative broadcaster and am looking forward to working with the great team there to continue building on the ambitious and ground breaking creative and commercial partnerships they have been developing," he said.
Jonathan Lewis, head of digital and partnership innovation at the broadcaster, added: “Simon is a unique talent, who brings to Channel 4 a wealth of commercial, creative and production experience. He will be pivotal to help drive Channel 4’s partnerships with advertisers to develop engaging and innovative content.”
While some advertiser-funded programming, such as Victoria Wood's Angina Monologues, has been well-received, the rebooted Krypton Factor lasted just two series and What's Cooking? from the Sainsbury's Kitchen came in for criticism from sources such as The Guardian, with a food blog saying:
"...maybe it's time to permanently turn off Channel 4 and stick to Man V Food on the Good Food Channel. It may be on a commercial station, but at least Adam Richman isn't going to try flogging me indigestion tablets halfway through a challenge."
As for the future of advertiser-funded content, Simon Wells will be working beneath Channel 4's partnership leader, Rob Ramsey, and alongside partnership controller for sponsorship, Rupinder Downie.