Endemol announced the launch of Endemol Worldwide Brands, a global business that will be headed up by newly appointed CEO Olivier Gers. The new division will focus on extending Endemol properties across multiple platforms. This will include licensing and merchandising as well as investment in product development and the creation of games applications and social gaming sites. The division will also work closely with Endemol’s operating companies around the world in further co-ordinating and supporting the group’s branded entertainment activities. As part of his remit Gers is responsible for Endemol Group’s key digital activities. This follows the integration of digital into the company’s core commercial business, which was recently completed by chief commercial officer, Tom Toumazis and global head of digital media and new business, Adam Valkin who stepped down in early March. Gers is joined by Joerg Bachmaier, formerly senior vice president, digital media & business development at Endemol USA, who has been appointed senior vice president/general manager Americas at Endemol Worldwide Brands, leading the division’s activities in the Americas. Further appointments will be announced in due course.