Dan Whitley joins London content agency Mediablaze

London content agency Mediablaze brings in The Minimart MD Dan Whitney to lead video business, formalises Group structure

London content agency Mediablaze has brought in former Minimart MD Dan Whitney to head up its video production business, Tinderbox, as well […]

London content agency Mediablaze has brought in former Minimart MD Dan Whitney to head up its video production business, Tinderbox, as well as announcing a new formalised Group structure.

Dan joins London content agency Mediablaze this week following a year as Managing Director, and five years as a Board Member, of advertising agency The Minimart. The Minimart’s client list includes Rubicon, Sudocrem, Maxinutrition, Sue Ryder and Switzerland Tourism.

Previously Dan spent five years as a Product Manager in the commercial division of SonyBMG Music Entertainment; which followed a three year stint as a Management Assistant with Sanctuary Artist Management, looking after the likes of Iron Maiden, Guns N Roses and Megadeath.

Dan joins Mediablaze as both MD of Tinderbox and Client Services Director of the Group at a key time, following two years of superb growth and the acquisition of Lion Digital earlier this year.

Paul Button, MD of Mediablaze Group comments: “We’re very pleased to have brought in someone as talented and respected as Dan, and I’m sure he’ll do a fine job of heading up Tinderbox and looking after clients across the wider Group. It’s been an excellent two years or so in building Mediablaze, and now’s the time to clarify our various offerings by joining up three distinct businesses into a group structure which offers a very strong proposition for brands wanting to engage consumers as media owners.”

The company has also recently formalised the structure of the new Mediablaze Group:

  • Mediablaze – creator and publisher of content and creative for brands to engage consumers, both online and offline
  • Lion Digital – one of the UK’s leading WordPress agencies, specialising in creative managed platforms for publishers and content agencies
  • Tinderbox – video production for the social media age – a one-stop-shop with in-house studio and production team.

Led by former T3 publisher, Paul Button (Co-Founder and Managing Director), the Group has a simple proposition – to create content, publish it and market it – with the ultimate aim of engaging consumers and fans. Alongside Paul and Dan in the management team are:

Tom Dunmore, Creative Director – former editor-in-chief of Stuff Magazine, one of the UK’s foremost consumer technology writers and national media commentators

Roger Barr, Digital Director – MD of Lion Digital, with the agency since its inception in January 2006

Michael Brook, Editorial Director – the only man to have edited both T3 and Stuff magazines, another of the UK’s foremost consumer technology writers.

The management team is supported by a staff of 20 experts in journalism, content creation, video, digital development and publishing. Its current client list boasts a wealth of big names including Spotify, Carphone Warehouse, Medion, LG, Pure, Lenovo, ESET, The Gadget Show and Dell.

Recent work undertaken across the Mediablaze Group includes:

  • Spotify – 84-page coffee table book, ‘Playlists for Life’, distributed worldwide FujiFilm – integrated creative campaigns across print, digital and video
  • The Gadget Show – consumer magazine for The Gadget Show Live event, aiming to capture the energy of the very popular TV show. In 2012 magazine sales topped 14,000, iPad copies 5,000 and app downloads totalled 15,000
  • Carphone Warehouse – voting site for the CPW annual awards ceremony, ‘The Appys’. A remarkable 115,000 votes were cast in 2012, up from just 10,000 in 2011.



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