Fremantle UK has appointed Adam Middleton as head of digital and branded content, leading a new division focused on driving digital innovation and commercial growth.
In this role, Middleton will strengthen Fremantle UK’s digital and commercial strategy ensuring that digital first-thinking continues to sit at the heart of the company’s approach. Working across the media, creative and brand landscape he will foster collaboration and innovation to open new opportunities for growth.
The company’s digital production arm will sit under Middleton and be led by Jamie Crossan in a newly created role – head of digital production, Fremantle UK, following his team’s strong success working with IP including Britain’s Got Talent, Blankety Blank and Too Hot To Handle. Middleton will also oversee Fremantle UK’s commercial strategy, driving diversification beyond traditional production models.
Middleton most recently led the creative strategy within Channel 4’s sales team, with a focus on digital-first branded entertainment. He played a pivotal role in developing and evolving the network’s social branded entertainment offering, collaborating with brands, agencies, digital commissioners and production companies.
A key contributor to Channel 4’s digital growth, he was among the early recruits to 4Studio, helping shape new channel launches including 4.0 and Channel 4 Served. Before joining Channel 4, Middleton held a series of creative and commercial strategy roles at LADbible Group, Brave Bison and Social Chain.
Amelia Brown, CEO, 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 said Fremantle “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.”
