EXCLUSIVE: 14 Peaks producer Noah Media Group is entering the branded content space.
The docs producer has hired an ex-Channel 4 exec to oversee the push, with Sarah O’Kane joining as Executive Producer & Creative Director – Branded Entertainment in the past few weeks.
O’Kane will work with Noah’s development and creative teams to forge a slate of originals for brands, leveraging the indie’s relationship with sporting federations, having won an Emmy earlier this year year for its work with sports body UEFA.
O’Kane spent eight years at Channel 4, rising to Group Partnership Manager, before she moved to indie publisher TCO London. She has worked with the likes of Google, adidas, Logitech, Oatly, Hoka, GORE-TEX, O2 and ITV.
She labeled Noah, which has past credits including Netflix’s 14 Peaks and the BAFTA-nominated Hatton, as “master storytellers.” “Their back catalogue of beautifully crafted films offer audiences unique access to extraordinary people and stories,” she said. “The opportunity to now bring brands into this space to co-create and develop these ideas with us is very exciting.”
Noah CEO John McKenna added: “As the Branded Entertainment space continues to grow and evolve we are excited for Sarah to further this strand of the business and work closely with our creative team to open up new opportunities and partnerships in the branded space.”
The news comes off the back of a pivot by Noah to focus on international docs, which led to a small number of layoffs as it shifted to a more freelance-based model. The company raised $2.7m from private investors including former XIX Entertainment president James Clayton, Hollywood entertainment lawyer Kevin Yorn and former Wired editor David Rowan in 2021. Just over a year later, it launched a multi-million dollar content fund.