Talent management and entertainment company Insanity has appointed former Channel 4 executive Lucy Gulliver to the role of group partnerships director.
Gulliver joins the company after 11 years at Channel 4, where she worked across branded entertainment, creative partnerships and commercial strategy with brands including Apple, Google, HSBC, Diageo and Barclays.
In her new role, Gulliver oversee the development of branded content and commercial partnerships across the company’s talent, production and music divisions. The remit spans talent from broadcast, social media, music, sport, comedy and entertainment.
Founded in 1997, Insanity operates across talent management, content production and recorded music. Its talent roster includes Maya Jama, Roman Kemp, Mollie King, Zara McDermott, Louise Thompson and ItalianBach.
Andy Varley, founder and CEO of Insanity, said: “Brands want talent who can deliver credibility, content, cultural relevance and distribution, not just visibility. Lucy understands that from both sides: the discipline of major broadcast partnerships and the pace of the new talent-led economy. Her appointment is a statement of intent for Insanity as we grow across management, music, production and partnerships.”
Gulliver added: “The best partnerships I’ve worked on have always done more than place a brand next to talent or content. They have created something audiences actually want to watch, share or be part of. The key to success for brands now is creating relationship depth, not just reach. That is what makes Insanity such an exciting proposition. It has broadcasters, creators, music artists, producers and commercial specialists under one roof, which is where the market is heading.”
Pictured L-R: Andy Varley and Lucy Gulliver
Credit: Joe Magowan
