Sweetshop Develops New Content Streams and Global Management Restructure

Sweetshop has announced a management restructure of its global team with the core aim of creating more opportunities for its international roster of directors, allowing their content to operate across new multiple platforms and multi-outlet streams.

Paul Prince, formerly CEO, moves into the position of chairman working closely with Sharlene George as global executive producer. The two founding partners will concentrate on new strategies and partnerships to expand content opportunities for its roster.

Says Prince: "These keys partnerships will allow us to develop beyond our core business of commercial advertising, taking us to a whole new level and opening new doors for our directors. I believe now's the time to take this leap and investing in our people and ourselves is how we'll create more opportunities."

Meanwhile, Wilf Sweetland (pictured) has been promoted to the role of chief executive officer overseeing Sweetshop's core operations in the US, UK & Europe, Greater China, Southeast Asia, Australia and New Zealand.

Says Prince: "Wilf is a real challenger and has a hunger and passion for the Sweetshop. He has truly become a recognised driving force. We could not be more excited for him and his expanded leadership role."

Sweetland, who joined Sweetshop in 2011 as executive producer and managing director of Australia, went on to become managing partner. Having spent time working in the local, US and European markets, he has a global perspective of advertising production. As the market continues to question traditional production methodology, that experience will be all important when it comes to Sweetshop's continuing ability to deliver world-class craft to a global market.

Says Sweetland: "I am honoured to have been asked to lead this amazing company. The opportunities in front of us - to be able to further support our directors, while serving our global agencies and clients in these changing times - are incredibly exciting. I would like to thank the founding partners of Sweetshop Paul, Sharlene and Melanie for entrusting me to lead us into the next stage of our evolution."

Picture credit: Andrew Ingram