The Sweet Shop Asia/MENA bolsters executive team with the addition of EP Craig Sloane

In a move to meet growing international demands, global content company The Sweet Shop has brought on executive producer Craig Sloane to service, manage and drive projects in the Asian markets.

Boasting more than 20 years experience in marketing and film production, Sloane had his start working as a television producer at advertising agencies such as Bates, Saatchi & Saatchi, McCann Erickson, The Campaign Palace, and George Patterson Y&R where, from 2003 to 2009, he worked as head of broadcast for the Australian and New York branches.

Says Claire Davidson, managing director and executive producer of The Sweet Shop Asia/MENA: “Craig’s talents and abilities are well established. His broad range of experience makes him a great fit for our international team. He is the ideal person to have on the ground servicing Singapore and its surrounding territories.”

In 2009, Sloane was tapped to assist Brand New Media expand its international presence by establishing Brand New Media USA in New York. While there, Sloane developed and sold a long list of trendsetting, original content including the hit MTV series “The Heights”. Shortly thereafter, Sloane and his family relocated back to his hometown of Sydney where he took over as head of content for Brand New Media’s flagship location and oversaw the launch of its cutting-edge digital FTA network “4Me”.   

Says Sloane: “The Sweet Shop has set the standard for delivering outstanding work, and they continue to deliver and expand upon that standard all over the world. This comes down to not only their talented roster of directors, but also the vision of the global management team. I look forward to working with them and partnering with agencies across the Asia/MENA regions to deliver enticing work.”

Says Paul Prince, CEO and founding partner of The Sweet Shop: “Craig’s international experience in multiple disciplines of commercial content will be an asset to our global executive team. His knowledge and support will be advantageous for Claire Davidson and her staff in Asia. I’m very pleased Craig has chosen The Sweet Shop.”