Neale Simpson and Helen Cooke to lead Objective Entertainment

Objective Media Group has named its new powerhouse unscripted label Objective Entertainment, to be led by Neale Simpson and Helen Cooke. Sitting within All3Media’s OMG, Objective Entertainment will bring together the production slates and programming of Betty TV and Triple Brew Media.

Simpson joins as Managing Director with an impressive track record in creating and delivering hit shows. Most recently in his role as Creative Director of Thames’ Upstream label, Simpson led on the development and commission of E4’s Big Celebrity Detox and the hotly contested reality format Battle Camp for Netflix. Prior to this Simpson spent 11 years at RDF where he latterly oversaw the production company’s overall creative strategy, alongside running its entertainment label, Fizz. Credits whilst at RDF include long-running ITV gameshow Tipping Point, The Crystal Maze for C4 and Nickelodeon, E4’s Shipwrecked, ITV’s Craig & Bruno’s Great British Drives and BBC2’s Lightning.

Simpson said, “The creation of Objective Entertainment is an ambitious statement of intent to develop and produce the next generation of channel-defining formats in the UK and internationally. I’m so excited to join with the brilliantly talented team at OMG and can’t wait to get started.”

Cooke steps into the Creative Director role from Betty TV where she was Joint Creative Director, leading on a number of their bold and attention-grabbing series, including Naked Education and The Truth About the Skinny Jab for Channel 4, Fred’s Last Resort for E4, and Gino’s Italy for ITV. Cooke joined Betty from Crackit, where she was Head of Non-Scripted. Prior to this she was Head of Popular Factual for Studio Ramsay, creating and executive producing ITV’s fixed rig show The Savoy and the Gordon, Gino and Fred: Road Trip series.

Cooke commented, “We have a simple plan, to entertain. With some incredible paid development ideas in the pipeline for US and UK networks, I cannot wait to collaborate with Neale in creating a fresh slate of feel-good formats.”

Cooke commences in her position with immediate effect whilst Simpson, currently delivering two of his developments from Thames to broadcasters, takes up his role in July.

With the consolidation of Betty TV and Triple Brew Media, Creative Directors David Harrison, Ed de Burgh and Becca Walker have departed OMG. As Joint Creative Director of Betty TV, Harrison was responsible for hit Discovery format Wheeler Dealers as well as E4’s Fred’s Last Resort format. Under de Burgh and Walker, Triple Brew produced ratings hit Lingo for both ITV and CBS and BBC One’s returning format Picture Slam.

Layla Smith, CEO of Objective Media Group said, “I have long been an admirer of Neale’s creative energy and consider OMG lucky to welcome him to the business, we are so excited to begin a new chapter with Neale and Helen at the helm of Objective Entertainment. I would like to thank Becca, Ed and Dave for their fantastic contribution to the company, we wish them every success in the future.”