Media Relations: Celador hires Cerullo to fill media hot seat

Who Wants To Be A Millionaire? producer Celador International has appointed Italo Cerullo to its top PR position, as it branches out into new business areas.

Cerullo, who was account director at tech specialist Chazbrooks Communications, joins Celador as head of press and PR on 18 April. The company is preparing to expand with the launch of two business arms.

Divisions for Kids' programming and Brand Alliances - designed to develop advertiser-funded programming and events plus sponsorship opportunities - were unveiled in recent months.

Heading a three-strong press office, Cerullo's brief will be to develop PR strategy for each of its six divisions, which also include Production, Distribution, Marketing & Licensing and Interactive, as well as corporate communications.

Celador MD Adrian Woolfe said Cerullo's experience as head of corporate communications at Copyright Promotions Licensing Group, where he spent seven years, would be beneficial to Celador's brand licensing business.

Cerullo replaces Clare Stewart, who joined PR consultancy The Media Foundry at the end of February.

Celador was established in 2000 on the back of the success of Who Wants To Be A Millionaire? and is also known for producing the hit TV series You Are What You Eat.

However, it has looked to move into related areas of entertainment and in 2002 released its first feature film, Dirty Pretty Things. Celador is also looking to bid for new FM radio licences as they become available.

It is taking Millionaire on the road this summer with a live interactive theatre show, in which the entire audience can compete for prizes (PRWeek, 1 April).

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