Endemol has launched a new global brands division and hired a former FremantleMedia executive to run it.

Endemol Worldwide Brands will focus on extending the producer/distributor’s IP across multiple platforms and is expected to invest in product development and the creation of games apps as well as branded entertainment.

Oliver Gers, former senior executive at FremantleMedia and IMG Media, has been appointed chief executive of the new division. His remit will include responsibility for Endemol Group’s digital activities.

In addition Joerg Bachmaier, former senior vice president of digital media and business development at Endemol USA, has been named senior vice president and general manager of Americas at Endemol Worldwide Brands, leading the division’s activities in the region.

Further appointments are also in the pipeline.

Tom Toumazis, chief commercial officer at Endemol, said: “The launch of Endemol Worldwide Brands represents another significant step forward in our ongoing strategy for growth; one which we believe will add considerable value to our IP.