• by Fern Siegel , 2 hours ago

Elvis has named Claire Prince as head of entertainment. The hire is part of the agency's "SeriousEntertainment" mission, which marries brand-building to creative. Prince will lead the development and production of original entertainment properties and branded partnerships.

Prior to her appointment, she was head of branded entertainment at EssenceMedidacomUK, creating campaigns for TUI, ebay, adidas and Tesco Mobile. She was also a branded content specialist at BBH London and Droga5, where she led Barclaycard’s first podcast series, "Figureheads," and headed development at Black Sheep Studios.

Before moving into branded entertainment, Prince spent more than a decade in TV production at Raw TV, Betty TV, Fulwell 73 and the BBC. The dual experience positions her for Elvis' entertainment model, in which brands are partners vs. sponsors.

"Brands need entertainment more than ever. And entertainment, for the first time, genuinely needs brands as creative and strategic partners — not just funding sources," said Prince. "This convergence isn't theoretical, it's happening. At Elvis, we're building entertainment businesses with brands, not just making content for them. When everyone has skin in the game from day one, you make bolder, more authentic work."

Entertainment-led projects in development include Mondelez, National Highways and the UK Ministry of Justice. Elvis' roster includes Amazon, Verizon, Sky and Cadbury.

"Claire represents everything we're building at Elvis. Someone who understands entertainment as an operating system, not just a tactic," added CEO Phil Fearnley. He called her "transformational for our clients."