To date the company has partnered with broadcasters including MTV, the BBC, US network ABC and producers including Shipwrecked indie RDF to create and maintain digital brand extensions. RDF chief executive David Frank is Mint's chairman.
With the creation of TV production arm Mint Television, it aims to deliver cross-platform commissions of its own. Mint Digital managing director Andy Bell said the division would speed up the process and enable the company to take ideas fully formed to commissioners.
“Even compared with 18 months ago, Channel 4 and the BBC in particular have made huge strides to unite web and TV commissioning. They're looking for great ideas and want people pitching who can make them happen,” he said.
“With this team, we want to create a really unified process. Cross-platform ideas have been rather underwhelming because TV and new media mindsets are so different. We want to force ourselves to work together.”
Lee joins from Ricochet, where his producer credits also include Can You Live Without?, It's Me or the Dog and Extreme Dreams. He will head a team that includes Islandoo producer Kitty Curran as a development researcher.