appoints new EMEA business development chief

DetailsEditor | 09 June 2015

Social TV specialist has appointed former Nike and ITV marketer Edoardo Abis to head up EMEA business development and drive growth in the territory from its MediaCityUK base.

In his new role Abis will lead's growth strategy for Europe, the Middle East and Africa including the sales and marketing of's social content application STORY. The product is designed to allow TV producers, creative directors and advertising executives to gather, aggregate manage, render and insert user-generated social content directly into live, as live and pre-recorded TV shows, sponsor breaks and advertising spots to enhance programming, increase viewer engagement and drive second-screen audience conversations. It has been used by media owners and channels including NBC Universal, QVC, Viasat, CBC, Sky, BBC, Al Jazeera, Fox Sports, MTG, Viacom, ITV and MediaCorp.

Abis was previously head of business for the Nike-managed Manchester United Soccer Schools (MUSS) coaching experience globally. During his three and half years in the role he developed and extended the reach of the brand in Europe and Asia as well as creating new consumer and commercial mobile platforms to increase revenues. He also was commercial manager of sports Services for ITV in the UK where he worked on sponsorship, licensing partnerships and the sale of broadcast rights for Liverpool and Arsenal football clubs.

Commenting on his appointment, he said: "Through my experience of working with global sporting brands over the last 15 years I have seen how social media and peer-to-peer dialogue has transformed the way organisations, products and services are perceived by the public. It's also no longer enough to simply assume your past reputation or a huge above the line advertising spend will get you the customers base, market share or the ROI you expect. That's why the opportunity to work with is so exciting ... With so many advertisers and TV executives all desperate to find ways to retain a viewer's attention and create points of difference, the potential growth for is immense.

Adding his opinion, CEO Scott Davies said: "One of's key markets is sports so clearly Ed's background in such a global, popular and multi-billion dollar industry will be very helpful. However I also believe that his insights into how brands like Nike and Manchester United have adopted new and innovative ways to communicate with their audiences can be applied to other types of businesses and sectors."