Objective Media Group has unveiled a new label that brings together the slates of Betty TV and Triple Brew Media.
Objective Entertainment will focus on developing UK and global formats and is headed by managing director Neale Simpson and creative director Helen Cooke.
Simpson will move across from his current role as creative director of Thames label Upfront, where he led the development and commission of E4’s Big Celebrity Detox and Netflix’s Battle Camp.
He previously worked at RDF for 11 years, clocking up credits including ITV1’s Tipping Point, Channel 4’s The Crystal Maze, E4’s Shipwrecked and BBC2’s Lightning.
Cooke was previously joint creative director of Betty, leading on C4’s Naked Education and The Truth About the Skinny Jab, ITV show Gino’s Italy and E4 series Fred’s Last Resort, and has held senior roles at Crackit and Studio Ramsay.
Betty’s other creative director David Harrison has left OMG, along with Triple Brew creative directors Ed de Burgh and Becca Walker.
Cooke said: “We have a simple plan: to entertain. With some incredible paid development ideas in the pipeline for US and UK networks, I cannot wait to collaborate with Neale in creating a fresh slate of feel-good formats.”
The launch of Objective Entertainment follows OMG’s closure of factual label 141 Productions, with founder Hannah Brownhill and former OMG colleague Arabella Newnham setting up a new label, StoryCore.
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