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1 month ago
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EXCLUSIVE: Samantha Lawrence and Jane Atkinson have joined forces to launch Media MDs. The duo are well-known figures from the UK industry and said their new agency will power-up indies that want to take their business to the next stage. The pair bring years of high-level experience to proceedings. Their new enterprise will work with small and medium-sized labels.
They will share their combined smarts with indie clients, offering operational, financial and creative guidance. Lawrence and Atkinson told Deadline they will plug into businesses and specific services will include diversification planning, scouting investment opportunities and exploring different funding models.
Lawrence said there is a real demand from the indie market for the kind of strategic expertise the Media MDs can provide small and mid-sized independents, which often have standout creative and the potential to scale, but do not necessarily have the real-world experience of having done so.
The duo promised their services would be “effective and affordable” at a moment when many indies are feeling the pinch. The UK sector faces numerous challenges including key commissioners easing back on program orders, and increased costs. The UK sector remains, however, chock full of talent. Indie producer association Pact claims 700 members.
Lawrence co-founded the new company after a stint as Managing Director of Box To Box Films during which she helped steer the Formula 1: Drive To Survive prodco through a growth period and then on to securing investment from private equity outfit Bruin. Prior to that she was MD of Universal International Studios UK label Monkey, which makes reality hit Made in Chelsea.
“With competition in the market at an all-time high, to survive is to thrive, but without deep pockets or a major backer, indies often have no option but to prioritize creativity and delivery over long-term growth,” Lawrence said. “Setting out, Jane and I wanted to lend our individual experience and skillsets to those without C-suite budgets and roles.”
Atkinson, meanwhile, left Fremantle earlier this year to co-found Media MDs. During her time at the production and distribution giant she served in various roles including Director of Global Production, Entertainment, which saw her supporting the international teams to deliver shows including Got Talent in numerous territories.
She said said the idea is to support new generations of indie prodcos: “We are committed to disrupting the market status to effectively support, nurture and raise the voices of the next generation of unique and diverse indies. Our skills will help guide partners toward organic, sustained success, and Media MDs will become a brand companies will be able to rely on to deliver a wide range of business services.”
