Fremantle Rebrands, Adds New COO

FremantleMedia has rebranded to Fremantle, effective immediately.

The company has also tapped Andrea Scrosati to serve as its new group chief operating officer, effective November.

The new brand identity was created in association with brand agency Venturethree and channels the “creative signature of the global Fremantle family and has been designed to embody the passion and pride of the Fremantle creatives who make over 12,000 hours of original programming, 60 formats and 450 programs every year worldwide,” according to a company announcement.

FremantleMedia will continue to operate as the governing corporate entity while the new Fremantle brand will become the official moniker of the company’s on- and off-screen properties, such as program end-boards, websites and offices.

“This is such an exciting moment for me and all of us at Fremantle,” says Jennifer Mullin, chief executive officer, Freemantle. “Credit must go to my predecessor Cecile Frot-Coutaz and the teams from across the business who have worked tirelessly over the last year to find the right expression of what it means to be part of the Fremantle family. We work with the best creatives in the business, all of whom take enormous pride in their work, which in turn inspires and impacts millions of people around the world. We are all connected by these acts of creativity, all part of one global team–and this new creative signature is a bold way of putting our unique mark on everything that we do.”

Fremantle also collaborated with marketing specialist Jellyfish to launch a new corporate website www.fremantle.com.

In his new role as group chief operating officer, Scrosati will hold board-level responsibility for primary group functions including legal and business affairs, marketing and advertising as well as the company efforts in Southern Europe (Italy, Spain, France and Portugal), Mexico, Brazil, Israel and its U.K. scripted label Euston Films.

He will also join Fremantle's global operating board, investment committee and serve as chair of Fremantle’s production companies Miso Film (Scandinavia), Wildside (Italy) and Abot Hameiri (Israel), and he will serve on the board of both Kwai and Fontaram in France.

Scrosati will also be tasked with executing Fremantle’s global scripted plan, ensuring that projects are appropriately resourced and positioned at the point of greenlight, and working with other Fremantle executives through development, financing and pre-production.

Scrosati is the current executive vice president of programming at Sky Italia, which he joined in 2007 as vice president of corporate marketing and communications. Before Sky, he co-founded and served as the head of MN, an Italian public relations and communications firm. He will remain chair of Vision Distribution; the JV movie distribution company established in 2016 between Sky Italia and five independent Italian production companies, including Wildside.

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