Creatorville, the video and creator content arm of Attention Industries, has appointed Dean McDonald as Head of Production. He arrives after almost seven years at Future PLC, where he built digital-first production output across the publisher’s lifestyle, entertainment and gaming titles.
McDonald will run production across Creatorville’s client and internal slate, working alongside the wider Attention Industries agency stable, which includes 72Point, OnePoll, PinPep, SWNS and Oath. His brief covers short-form, creator-led and social-first video for brands and publishers.
Sam Barcroft, chief executive of Attention Industries, framed the hire as a strategic rather than operational one. “Production capability is a strategic asset, not just a delivery function,” he said, adding that McDonald’s experience “building content operations at scale” suited Creatorville’s next growth phase.
McDonald described the appeal of the role as building production “centred around what clients and their audiences need, at the speed and quality this industry now demands.”
Dean’s arrival follows a period of sustained growth for Creatorville, part of Attention Industries – the newly unified group bringing together journalism, creativity, production, insight and distribution to help brands and publishers create work that people genuinely value. It also comes as the group looks ahead to how content is discovered and consumed, with attention increasingly shaped by AI search and recommendation systems as well as traditional platforms. Strengthening production leadership positions Creatorville to help brands stay visible and relevant as audiences engage with content across both human and AI-driven channels.
