Gary has been responsible for some of the UK’s biggest and most enduring commercial deals including Compare the Market’s Partnership with Coronation Street and Talk Talk’s 10-year relationship with The X Factor.
He led the UK’s deregulation of the Paid Product Placement industry and is the co-creator of ITV’s FUSION tool-a Multi-platform activation model which maximises commercial return.
Gary was also instrumental in developing ITV’s Primal Screen model — where data and human emotional experiences meet and are bound together by potent Storytelling.
Gary has a wealth of experience across all aspects of Intellectual Property Activation, enhanced by launching a version of Coronation Street into the Chinese market and having been the commercial agent for Arsenal and Liverpool Football clubs.
Across the past decade he has been immersed in deep relationships with Producers, Content Commissioners, Rights Holders & Content Creators, allowing him to have a deep knowledge base of the Production and associated distribution business.
Gary also has a deep fascination with the whole field of Leadership. What makes a Team excel and constantly outperform their industry peers. Gary has first-hand and robust experience in how you can really lead these Super teams.
This unique and in-depth knowledge of the Commercial & Creative ecosystem surrounding all forms of Content, makes Flippin’Eck a valuable partner and active guide for brands, agencies, producers, commissioners, media owners, and rights holders alike.