Banijay Entertainment has confirmed the executive team for Banijay Rights, its combined distribution business following the merger with All3Media International. The line-up lands just before Mipcom in Cannes, where the enlarged sales arm will put its merged catalogue in front of buyers.
Banijay Rights remains under CEO Cathy Payne. All3Media International CEO Louise Pedersen is leaving, as previously signalled.
How the sales team is organised
The new structure separates the world into two selling regions and adds dedicated senior roles for content and digital catalogue exploitation.
- Matt Creasey is senior exec VP of sales outside EMEA, covering markets beyond Europe, the Middle East and Africa. He has been with the group since 2006.
- Stephen Driscoll is senior exec VP for EMEA, responsible for finished programme and format sales strategy in the region. He spent more than two decades at All3Media International.
- Rachel Job is executive VP of content, leading content and acquisitions strategy.
- Shaun Keeble is senior VP of monetisation, overseeing commercial exploitation of the catalogue across digital platforms.
- Andrew Dickens is executive VP of communications and marketing.
Rachel Glaister, All3Media’s long-serving exec VP of press and marketing, is leaving after 22 years.
The business logic in the line-up
The appointments show where Banijay Rights sees value after the merger. Splitting sales into EMEA and outside EMEA gives each territory leader a narrower remit and a clearer buying community. A separate monetisation role for digital platforms signals that library exploitation is being run as its own commercial workstream, not an add-on to linear negotiations.
Content and acquisitions also sit under one executive, which should make it easier to align what the company owns with what territory teams are selling.
What it means for buyers and producers
For media planners, acquisition executives and licensing teams, the combined business means fewer, larger catalogue conversations. Instead of separate All3Media and Banijay contacts, buyers will deal with one sales unit, but they will still need to know which regional head controls their market.
For producers, the structure clarifies where finished programme and format decisions sit. The harder question is execution: whether the two heritage catalogues are presented as one coherent slate or as two overlapping portfolios with different rights windows and deal terms.
Payne framed the move as a scale play, calling it a “distribution powerhouse” and pointing to “even greater value for our producers, partners and clients around the world.”
Mipcom is the first real market test. Buyers should update territory contacts before meetings, and ask explicitly whether digital rights are included in catalogue proposals.
Source: C21media
