OB42 Renamed 42 Branded

After almost 20 years, the founder and CEO of OB42, Otis Bell is exiting the business.

Otis has grown the business from its roots in music videos to a future - facing advertising and entertainment production company in both the UK and US. As an early adopter of creating an integrated photography division, Otis, alongside co-founder Matt Davey, launched Probation, one of the industry’s most respected photography agencies.

In 2022, OB Management was acquired by leading management and production business, 42, who represent some of the world’s most celebrated actors, writers and directors in film and TV.

Otis said, "For me, the acquisition by 42 to create an unrivalled, global talent management ecosystem, was my ultimate ambition for the company. The company’s future is incredibly exciting for everyone involved and now it feels like the right time for me to step aside and allow the future leaders of 42 realise its full potential. Companies need to continually evolve and at some point that requires new voices and leadership to ensure continued relevance and innovation. I’m immensely proud of what we’ve achieved but feel like my work is done, I’ve executed my plan and now I’d like to turn my hand to something else, probably something completely new."

Otis’s exit from the business sees OB42 re-launched as 42 Branded. MD Clancie Brennan has already taken the reins with a flurry of high profile signings and a slate of exciting productions across advertising, branded entertainment, music videos and photography across both the UK and US. Working alongside Brennan, Matt Davey will continue to helm photography agency Probation as co-founder and MD.

Clancie said, ‘From the moment Otis approached me about joining OB42, I knew we shared a vision for the industry that no other companies were embracing to the level that he’d created with the partners at 42. Everything we initially discussed and predicted is coming to fruition, so I feel incredibly excited to now be in the driving seat. We’ve built a great team with some amazing talent additions to the roster alongside an unbelievable stable of world class writers, actors and producers in the world of film and TV from 42.

Matt Davey said, "Otis and I started Probation 14 years ago and I could not be prouder of what we have achieved together in that time. From day one we knew it was important to establish our brand as a standalone photography agency whilst complementing the work at OB and collaborating across departments wherever possible. As we move into 2025 with our trusted roster of creative artists, including some exciting new signings, I’m thrilled to be working on some of our biggest productions to date and exploring new ways to collaborate with Clancie and the wider team at 42 Branded".

Josh Varney said, “42 Branded is now a fully integrated offering under the 42 umbrella and sits at the exciting intersection of Brands and Entertainment, and I want to thank Otis for his stewardship of that transition. In Clancie and Matt we have two world class creative executives and partners to ground breaking storytellers, and who deeply understand the future of advertising - the future is very bright indeed.”