Simon Baker becomes MD of TCO London

February 9th, 2017

Simon Baker, the production lead behind the Lego ad break takeover, leaves 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.

Headshot Large - Simon Baker TCO

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, Publisher and Co-Founder of TCO, 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.”

About TCO London

TCO London (est. 2006) is a fiercely independent media company that makes premium branded content for millennial audiences, and is the name behind youth culture brand Huck and film platform Little White Lies.

“Cutting-edge publishers” –TIME magazine

About Huck

Huck is a premium youth culture brand across print, digital and film, offering unique counter-narratives through quality journalism from around the world.

“In Huck, subcultures are entry points for articles about music, politics and places all over the world.” – The New York Times

TCO - Little White Lies pic

About Little White Lies

Europe’s largest premium film brand, Little White Lies offers proudly independent cinema and TV journalism across print, digital and film.

“The best designed film magazine on the shelf, with unimpeachable good taste” – The Guardian

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