M ontreal-headquartered prodco Attraction has hired producer Richard Jean-Baptiste (pictured) to seek “innovative business models and opportunities” within the French and English markets.

Jean-Baptiste joins in the dual role of VP, business development and innovation – a newly created title at the company – and executive producer. He will work across the company’s offices in Montreal and Toronto, on both scripted and unscripted projects.

The position combines Jean-Baptiste’s expertise in production and marketing to “help brands broaden their impact in the content industry, without being held back by traditional sponsorship or branded content,” according to a news release. He was previously a partner and global studio head of creative agency Sid Lee.

His recent work includes a documentary on Montreal’s downtown area, which was a collaboration between Radio-Canada, Sid Lee, and real estate manager Ivanhoe Cambridge. The project is an “example of the types of creative, innovative and ambitious projects [Jean-Baptiste] would work on at Attraction.”

Jean-Baptiste is a board member of the Black Screen Office. He is also an executive producer on Festivale, an anthology series currently in development at Crave, alongside Maria Ka, Damon D’Oliveira and Clement Virgo.

He has already coproduced the documentary Secret Agents of the Underground Railroad with Attraction, which will air as part of CBC’s The Nature of Things in 2023.

Jean-Baptiste said Attraction has “an abundance of talent” and “a management team with clear ambitions and a strategic vision,” in a statement.

“Amidst a new era of transformation, the content industry — in television and in advertising — must adapt to new challenges. The balance between innovation and creative strength, all in a human work environment, is essential for any company that wants to stand out. Attraction holds these assets, and I am very proud to join the team,” he continued.

Image courtesy of Attraction