DHX Media rebrands to WildBrain

Relaignment under the banner of its successful YouTube division marks new digital-first direction for the company under new CEO Eric Ellenbogen

Written by Rhys Thomas

Posted 23.09.2019 | Entertainment

DHX Media rebrands to WildBrain thumbnail

DHX Media has today rebranded to WildBrain and announced sweeping changes to its core business to focus on digital media, where the company has in recent years seen major gains.

The new corporate identity brings all its business units under the WildBrain banner, formerly the name of its YouTube division – now WildBrain Spark – which saw revenue rise 25 per cent to $17.9 million in Q4 2019, compared with the same period last year, and was up 20 per cent year-over-year to $69.0 million.

Views rose 29 per cent to 9.3 billion in Q4 2019 with 46.5 billion of minutes of videos watched, up 19 per cent from the same quarter of 2018.

Eric Ellenbogen, the company’s newly appointed Chief Executive Officer and Vice Chair, says the move “embraces our commitment to creativity, imagination and innovation, and our 360-degree approach to brand management”.

“For many years, our WildBrain group has been at the leading edge of the digital media business,” he adds. “As that landscape continues to rapidly evolve, now is time to unify all the parts of our company under both the name and entrepreneurial culture that WildBrain represents.”

“Imagination runs wild” is the company’s new tagline, which it says ‘speaks to becoming the best home for talent and a place where creativity comes first’. A new website is also live at wildbrain.com. 

The overhaul is expected to officially come into effect from December this year, pending shareholder approval at the company’s forthcoming AGM.

"Now is time to unify all the parts of our company", says CEO and Vice Chair Eric Ellenbogen

The realignment also brings changes in the c-suite to simplify management and reduce costs. Aaron Ames will swap his role as COO for the CFO position, effective immediately, succeeding Doug Lamb, who has decided to step down. The COO position will not be replaced.

Eric says: “Aaron has a lengthy history with the company and has made significant contributions as COO. I’m confident that with his deep knowledge of our operations and a background in business improvement, integration and synergies, Aaron will be a strong leader of our finance function. We thank Doug for his considerable contributions to the company.”

These sweeping changes were announced alongside a solid year-end report. Revenue in Q4 2019 rose 12 per cent to $108.8m vs $97.4m in Q4 2018, while full year revenue grew to $439.8m from $434.4m in fiscal 2018.


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