WildBrain is launching a new initiative that will combine the services of its licensing agency WildBrain CPLG and its digital distribution platform WildBrain Spark in an effort to maximize opportunities for brand licensors and content creators to reach audiences through YouTube.

Steve Manners was tapped to lead the initiative as VP of business development at WildBrain CPLG and WildBrain Spark. He will report to EVP and managing director of WildBrain CPLG Maarten Weck and WildBrain Spark managing director Jon Gisby in the newly created role. Previously, Manners served as WildBrain CPLG’s EVP of business development and before joining WildBrain in 2010, he held senior positions at 20th Century Fox, Universal and Beanstalk.

The new effort comes as YouTube continues to grow as an option for launching, supporting or reinvigorating properties, Weck said in a statement. WildBrain Spark, for example, boasts approximately four billion views on its YouTube network each month. According to Gisby, the insights gleaned from  YouTube data will inform consumer products strategy and campaigns.

DHX Media rebranded to WildBrain in September 2019, while the company’s YouTube business—previously known as WildBrain—was renamed WildBrain Spark. The rebrand followed a year-long strategic review, which concluded in September 2018 and resulted in DHX opting to refocus its content strategy and consolidate multiple business units.

This story originally appeared in Kidscreen