The X Factor enterprise arm boosts brand partnerships

FremantleMedia Enterprises (FME) has appointed Mark Rosenegk to the new position of vice-president of brand partnerships for its UK licensing division. He will be tasked with securing commercial opportunities for properties such as The X Factor and The Apprentice.

FME is the commercial and brand extension arm of production company FremantleMedia. Rosenegk will work with brands, advertising and marketing agencies to design and deliver packages for both on-air and off-air campaigns.

In the US, FME has worked with network partner Fox to integrate Coca-Cola, Ford and AT&T into the show American Idol, while in Asia it has worked with Unilever, Lipton and Close-Up for a presence in Vietnam Idol.

Rosenegk was previously commercial director at Kameleon, the brand partnership division of All3Media, and is a former head of sponsorship and interactive sales at ITV.

FME chief executive for EMEA, Mel Alcock, says: “Getting Mark on board is an important step for FME. We have a number of successful relationships with various brands in the UK and Mark’s appointment will see that important aspect of our business further strengthened. Our programmes attract such high volumes of viewers who not only watch our shows, but are also engaging with them on multiple platforms and through branded products.”

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