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YMU merges Entertainment and Social Media teams

New global unit to be headed by Paul Worsley, Darren Worsley and Lucy Loveridge

Graham Norton and Ant & Dec’s talent agency YMU Group is uniting its entertainment and social media teams into one global entertainment unit. The agency’s newly-merged unit will be led by joint managing directors Darren Worley and Paul Worsley, who currently lead YMU’s entertainment division, and Lucy Loverage, who is global managing director of social.

As part of the restructure, Melanie Rockcliffe will be promoted from her current role as director to executive chair of global entertainment and Claire Dundas steps up from her position as entertainment board director to executive director of the unit. Darren Worsley will remain in his role as vice chair of the YMU Group board.

The global entertainment division will have a 40-strong headcount with a roster of 110 clients, from both traditional and social media backgrounds.

Also on YMU’s books are Amelia Dimoldenberg, Davina McCall, Simon Cowell and Munya Chawawa. It has offices in London, New York and LA and will bring together clients and in-house teams across TV, social media, radio, podcasting and live events.Mary Bekhait, chief exec of YMU Group, called the merging of the entertainment and social teams the “natural next step” for the company. She continued: “Our elite clients already defy media silos and move deftly across platforms, to deliver for their audiences wherever they are. YMU Global Entertainment will set the pace for the client and market needs of tomorrow.” Loveridge said: “The new, merged global entertainment division will put YMU even further ahead of the pack.”

Darren Worsley added: “Lucy is a force of nature – I have been bowled over by the speed and scale with which she’s created an industry-leading social division at YMU. Joining forces with [her] powers our vision for YMU Group to be the future of talent management.”