BBC Studios Global Digital Brands makes key partnership hire

by | Jul 9, 2024 | News

BBC Studios has named Devina Seth as brand partnerships director within its Global Digital Brands team. Her appointment is the latest within the growing division as it continues to expand its digital advertising offering, with a particular focus on social video advertising and social-first branded entertainment to clients and advertisers.

Seth’s previous roles include stints at Vice, Dazed, and Refinery29. In her new post, she will be responsible for building out BBC Studios’ digital value proposition, commercial product and core capabilities. She will report into Nat Poulter, who was appointed vice president of digital – commercial in late 2023.

Seth said: “I am thrilled to be working across the iconic IPs that make up the GBD portfolio. Through strategic brand partnerships, I want to develop more opportunity along with our teams to celebrate our legacy and create more value for our audiences and fan communities. They have always championed our content and the idea is to approach our strategies through an ‘audience first’ lens. Their relationship with these brands is going to be our stand out proposition in this advertising landscape.”

Nat Poulter added: “Devina has been a big player in defining ad funded content as a category in its own right and has a decade of experience in bringing some the best ideas to life across social, and digital more broadly. I’m so excited to now, as part of BBC Studios, be able to bring these opportunities to our advertising partners.”

The GBD team, headed up by SVP of Digital Jasmine Dawson, is responsible for building a cross-platform digital consumer proposition across a portfolio of brands – including Top Gear, Doctor Who and BBC Earth as well as kids’ properties such as Bluey and Hey Duggee – with the aim of strengthening BBC Studios’ position as a partner for global campaigns. Top performing brands include Doctor Who, BBC Earth and Bluey which is the fastest growing preschool brand on TikTok ever – generating over 10 billion video views last year. GBD operates 90+ channels, across major social platforms including YouTube, Snap, Facebook Tik Tok, and Instagram.


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