FremantleMedia has appointed Samantha Glynne as vice president of branded entertainment in its Digital & Branded Entertainment Division to extend its push into branded content around the world.

Over the past decade, FremantleMedia has established itself as key partner for brands, having developed long-running partnerships with advertisers such as Coca-Cola, Pepsi, Ford and Samsung across some of its key television properties like Idol, Got Talent and The X Factor. Branded content is a key growth area for the company for its existing TV brands and its growing original digital content output.

Glynne will drive branded entertainment activities for FremantleMedia around the world, working with regional commercial and digital teams to deliver brand strategy, lead key relationships with brands and agencies and maximize advertiser engagement on TV and digital platforms.

Formerly managing partner and director of channels at Publicis Entertainment, Glynne launched Renault TV in the U.K. and France. Before that she was head of commercial content at North One Television/All3Media where she launched the Audi channel on Sky. She’s also overseen channel launches in Italy (Sky Italia), the Middle East (MBC, ART, ERTU) and Romania (National TV).

“Samantha has both in-depth knowledge of the brand and agency world, and the TV world, as well as experience working across borders and cultures," says Keith Hindle, chief executive officer, digital and branded entertainment, FremantleMedia, to whom Glynne will report. "We’re delighted to have her on board, and look forward to increasing the involvement of advertisers in our content.”