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Former Channel4 Boss David Abraham Launches Production & Advertising Company Wonderhood Studios Abraham has hired BBC creative director Samantha Anstiss and Emma Lorenz, previously director of development at All3Media’s Lion Television, to kick off its push into non-scripted television. Anstiss, who ran the BBC’s Auntie Productions, joins as Creative Director of Unscripted, while Lorenz joins as her deputy. These hires come after Abraham unveiled the company in April, which he will lead as CEO, with Sachin Dosani, founder of media-focused investment bank ACF on board as managing director. Abraham told Deadline that he wanted to work with the top creative people and believes that he can “build a better mousetrap” than some of the other, heavily consolidated production groups. “I felt the consolidation models within television and advertising were running their course and weren’t necessarily optimizing the creative output of talent, whether it was crunching production companies together into larger and larger groups with more and more debt,” he said. Wonderhood Studios aims to sell TV shows to the big broadcasters in the UK and U.S. as well as competing with the big advertising agencies to win accounts. “The principal is not to force people to work exclusively together on projects that are ad-funded programming, because I don’t think we’ve arrived at a good model for branded content, most of it is pretty bland. But if you took the very top people in the ad world, and put them in a room with some of the people who have created the most interesting TV shows, then I think in terms of influencing and supporting each other in a Pixar-style, peer review approach, we’ve got a better chance of coming up with ideas that can cut through in markets that are quite separate,” added Abraham, who founded creative advertising agency St.
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