Entertainment studio ELVIS has appointed Claire Prince as head of entertainment. This marks the first major hire for the studio since its February launch. Prince joins ELVIS which maintains a business model whereby as an entertainment-first growth studio it builds co-owned, revenue-sharing properties for which brands come in as creative partners rather than sponsors.
This is a decidedly different proposition to traditional branded content–and Prince’s background is tailor-made for this departure from the norm. She brings a rare combination of broadcast production pedigree and brand-building expertise, having spent over a decade creating entertainment for major U.K. broadcasters before leading award-winning branded campaigns at WPP Media (formerly EssenceMediacom UK), BBH London and Droga5. Prince marks a new step forward for ELVIS’s “SeriousEntertainment™” proposition, combining the discipline and rigor of long-term brand building with entertainment-grade creativity.
At EssenceMediacom UK, where Prince served as head of branded entertainment, she created culture-defining campaigns for TUI, eBay, adidas, Tesco Mobile and Cancer Research UK that earned assorted honors including Gold at Broadcast Digital Awards 2024, and Global Festival of Media 2024, with a TV Choice Awards shortlist for 2025.
Her career spans both sides of the entertainment equation. Before moving into branded entertainment, Prince spent over a decade in TV production at leading independents including Raw TV, Betty TV, Fulwell 73 and the BBC, securing commissions from Channel 4, Discovery and BBC including “Liberty of London” and “Hairy Bikers’ Cook Off.”
Joining BBH in 2017, when traditional creative agencies were only just beginning to recognize the potential of entertainment, she helped push its work into new, entertainment-first territory. At BBH London’s BAFTA-winning Black Sheep Studios, she pioneered the head of development role, connecting clients with broadcasters and creating opportunities for brands like Samsung and Audi. Prince also led the 2019 Nike’s Women’s World Cup Instagram content from concept to execution. At Droga5 she led the creative development of Barclaycard’s first podcast series, Figureheads, featuring Warwick Davis. Where she once helped traditional agencies evolve, ELVIS represents the natural conclusion and step; an agency built entirely around the entertainment-first approach, something she has championed for the last decade.
“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. “Entertainment has always relied on brand money, but now they’re actively seeking what brands can bring beyond the check–audience insights, distributions powers, and collaborative creativity. Both sides now depend on each other. 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.”
“Claire’s appointment signals our serious intent in entertainment. She’s not coming in to experiment, she’s coming in with a proven track record of creating mainstream content that moves the dial for brands. Her ability to work with everyone from TV commissioners to brand CMOs, from talent to production teams, makes her uniquely equipped to lead our entertainment offering as we grow” said Lucy Freedman, chief growth officer at ELVIS.
At ELVIS, Prince will lead the development and production of original entertainment properties and branded partnerships, working across the studio’s capabilities in content creation, talent relationships and innovative commercial models. A recognized industry speaker and passionate mentor, she has built and led creative teams throughout her career.
“Media is the tax you pay on ideas the world doesn’t want. Claire understands that the real advantage is making entertainment people actively choose. She has a proven track record of getting that kind of work made, from commissioned shows to ideas that grow into worlds, formats and franchises. As we raise the bar on everything we create at Elvis, she’s exactly the leader we need protecting that standard,” added Josh Green, chief creative officer, ELVIS.
Prince’s appointment comes as ELVIS formalizes its positioning through an industry-first Ethical Entertainment Charter and B Corp certification, committing to protect creators and original IP at a moment when both are under pressure from AI-driven content inflation.
Entertainment-led projects are in development with Mondelez, National Highways and the UK Ministry of Justice, building on a roster including Amazon, Verizon, Sky, Cadbury, and the England & Wales Cricket Board.
“Claire represents everything we’re building at ELVIS. Someone who understands entertainment as an operating system, not just a tactic,” said ELVIS CEO Phil Fearnley. “She’s created work that wins awards, drives headlines, and delivers for brands. As we develop our slate of co-owned properties and brand partnerships, having someone with her broadcast instincts and brand-building track record leading entertainment will be transformational for our clients.”
