We are delighted to welcome Lucy Gulliver into the newly created role of Group Partnerships Director.

Lucy will lead Insanity’s partnerships team, working with brands to develop branded content series and long-term commercial partnerships across the group’s full roster and divisions, spanning Talent, Partnerships, Production and Records.

In the new role, Gulliver will lead Insanity’s partnerships team, working with brands to develop branded content series and authentic commercial partnerships across Insanity’s entire roster of talent, spanning broadcast, social, music, sport, comedy and entertainment.

Known for building and nurturing strong, enduring relationships with brands and partners, she spent 11 years at Channel 4. Highlights for Lucy include the game-changing Black to Front project, which won the Grand Prix at the Media Week Awards, and key partnerships for PepsiCo, Allwyn, Vauxhall and Virgin Atlantic, leveraging Channel 4 programming & talent to connect brands with cultural conversations.

Andy Varley, Founder & CEO, Insanity, says: “Brand partnerships are no longer just an add on to a talent’s career. For many of the most exciting creatives within broadcasting, social, music, sport and entertainment, they are becoming a central part of how their businesses grow.

“The market is moving quickly. Brands want talent who can deliver credibility, content, cultural relevance and distribution, not just visibility. Lucy understands that from both sides: the discipline of major broadcast partnerships and the pace of the new talent-led economy. Her appointment is a statement of intent for Insanity as we continue to grow across management, music, production and partnerships.”

Lucy Gulliver says: “The best partnerships I’ve worked on have always done more than place a brand next to talent or content. They have created something audiences actually want to watch, share or be part of. The key to success for brands now is creating relationship depth, not just reach.”