Former ITV Commissioner Nicola Lloyd Joins ‘The Apprentice’ Producer Naked As Creative Director

EXCLUSIVE: Nicola Lloyd, the ex-ITV commissioner who used to oversee Gordon Ramsay, Gino D’Acampo and Bradley Walsh shows, has taken up the Creative Director post at The Apprentice producer Naked.

Lloyd left ITV over the summer after eight years amid a circa-200-person layoff program at the same time as her factual entertainment co-commissioner Satmohan Panesar. She takes up the role vacated by Tom O’Brien last year, who was promoted to replace Fatima Salaria as Managing Director of Fremantle-backed producer Naked. She will help roll out Naked’s creative strategy by overseeing the development slate and a wealth of new and upcoming projects as well as originating and developing her own ideas. 

Lloyd looked after shows from some of ITV’s top talent during an eight-year stint as Factual Entertainment Commissioner. Her remit included five seasons of the Gordon, Gino and Fred brand with Ramsay, D’Acampo and Fred Sirieix, and five seasons of the Bradley and Barney: Breaking Dad travelogue with Walsh and his son Barney Walsh. She also oversaw docs such as Planet Child, Gino’s Italy and TikTok: Murder Gone Viral.

The move marks Lloyd’s return to the UK production sector. Prior to ITV, she worked for Twenty Twenty as EP on First Dates, Channel 4’s hit dating format.

Naked is a storied UK company that makes the likes of The Apprentice, The Rap Game UK and Planet Sex. It has been hit by a couple of cancelations in recent weeks, however, with Netflix axing Buying London and Peacock resting polyamorous dating format Couple to Throuple.

O’Brien called Lloyd an “exceptional creative talent – a stock-picker and builder of big, original and eye-catching ideas.” “Naked will benefit hugely from her experience, wisdom and drive to entertain our audiences, as she works closely alongside the senior team here,” he added.

Lloyd said the outfit has an “impressive slate and a strong reputation for creating bold, distinctive content.”