Simon Baker, the production lead behind the Lego ad break takeover, has left ITN Productions to become managing director at TCO London, the fast-growing media company targeting millennials.
Baker becomes TCO London's first agency managing director in its 10-year history. The media company has made a name for itself as a leading creator of premium branded content since the launch of its youth culture brand Huck and film platform Little White Lies.
In his new role, Baker will develop TCO London's standalone brand campaigns and media partnerships. He will lead a growing agency team that has produced work for Google, Nike, Levi’s, VW, Microsoft and Destination Canada.
Vince Medeiros, Group publisher and co-founder of TCO London, said: "Simon is a true pioneer in branded content innovation. His track record in transformative thinking around how storytelling and journalism can enhance the credibility of commercial content is second to none. Simon joins us during a strong growth period as our premium branded content offering is attracting interest from a wide range of clients.”
Baker is a trailblazer in the branded content space, having launched ITN’s branded content division in 2010. He brings experience working across linear TV and digital campaigns.
As ITN’s Head of Branded Content, Baker developed agile, newsroom-based content solutions, working with brands as varied as Heineken, L'Oreal, Suzuki and Cadbury's. He has won over 35 awards, most notably as the production lead behind the Lego Movie Ad Break, winning two Gold Cannes Lions.
Baker said TCO's journalism-based offering was a key factor behind the move: “To connect with audiences through branded content, we need to focus on creating true value exchanges between brands and consumers. TCO’s cutting-edge journalism, global production network and unique style of creative execution means they deliver on a promise of making credible, premium campaigns.” He added: “TCO are a leading force in the millennial space, and it’s my mission to keep challenging the status quo.”