Ex-Vice UK CEO Matt O’Mara has joined Beano Studios in the newly created role of chief commercial officer.

O’Mara has been tasked with developing all aspects of Beano Studios’ commercial proposition, which includes creative agency services and media partnerships, IP and licensing of show franchises and the commercialisation of Beano’s Gen Alpha research and insight.

O’Mara said, “I’ve spent the last decade targeting a twenty/thirty something audience, so to be working in the kids and young adults’ space is fascinating, at a time when they are exerting more influence than ever on both society and consumer spending decision making. Beano Studios’ creative thinking, insight and research capabilities can offer brands a significant market advantage in reaching the cohort and their parents.”

O’Mara spent the majority of the last ten years in senior management positions at VICE in the UK, for the last six years leading the UK business as MD and more recently CEO. He will work closely with Beano for Brands managing director Amy Garrett, who joined earlier this year from Droga5 London, Hayley Granston, Beano’s managing director, commercial, recently appointed franchise planning and partnerships director Vanessa Andreis and Angeles Blanco, director, global licensing.

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