Sports and feature doc producer Noah Media Group has launched a branded content arm as part of an ongoing strategy realignment.
The London-based indie, best known for Sky’s Bafta-nominated doc Hatton and Netflix’s 14 Peaks: Nothing is Impossible [main picture], has hired former Channel 4 group partnership manager Sarah O’Kane to oversee the push.
As reported by Deadline, O’Kane has joined as executive producer and creative director – branded entertainment to build on Noah’s established relationship with sporting bodies such as UEFA into new areas.
In eight years at C4,she has worked with brands such as Google, Adidas, O2 and Oatly.
Since leaving the broadcaster in 2022, she has been head of creative and content at media agency TCO London and creative director at New York production studio Wavelength Films.
O’Kane hailed Noah as “master storytellers” with a “back catalogue of beautifully crafted films”, which “offer audiences access to extraordinary people and stories”.
She added: “The opportunity to now bring brands into this space to co-create and develop these ideas with is very exciting.”
Earlier this year, Noah made a number of staff redundancies and pivoted to a freelancer-led model as part of plans to move beyond its core sports-oriented output to international feature docs.
Noah’s doc catalogue also includes C4 doc Who Stole the World Cup? and a brace of Adam Hills-fronted documentaries, plus John Barnes’ ITV doc about ethnic minority footballers, Out of Their Skin.
