Modern Marketing

ITN loses Lego ad break takeover lead and head of branded content Simon Baker to TCO London

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By Rebecca Stewart | Trends Editor

February 10, 2017 | 3 min read

Simon Baker has left ITN Productions to become managing director at TCO London.

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ITN loses Lego ad break takeover lead and head of branded content Simon Baker to TCO London

Baker will be the first managing director in the agency's 10-year history to join, and will be tasked with developing campaigns and media partnerships for the firm. He will also lead the team behind millennial-focused work for the likes of Google, Levi's and Volkswagen.

Baker is a trailblazer in the branded content space, having launched ITN’s branded content division in 2010. He brings experience working across linear TV and digital campaigns. As ITN’s head of branded content, Baker worked with brands like Heineken, Suzuki and Cadbury. He has won over 35 awards, most notably as the production lead behind the network's Lego Movie ad break takeover, winning two Gold Cannes Lions.

"Baker is a true pioneer in branded content innovation. His track record in transformative thinking around how storytelling and journalism can enhance the credibility of commercial content is second to none," said Vince Medeiros, Group publisher and co-founder of TCO London.

"He joins us during a strong growth period as our premium branded content offering is attracting interest from a wide range of clients."

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