ITV Studios label MultiStory Media has announced that Ana De Moraes has been promoted to Chief Creative Officer. 


With immediate effect, De Moraes now becomes the lead on the label’s creative strategy, with an overarching responsibility for its diverse slate of factual and factual entertainment shows, reporting to Tim Carter. 


The appointment comes as Carter takes up his new role as CEO of both MultiStory Media and fellow ITV Studios label Twofour.


Also, Will Yapp is to join as Executive Producer for MultiStory Media North and Matt McGough has been named as Head of Development for the label.


Both join a senior creative team that will now report into De Moraes, including Ceri Aston, Creative Director, MultiStory Media North (whom Yapp will report in to); Simone Haywood, Head of Factual Entertainment; Mike Blair, Head of Current Affairs; Mark Rubens, Head of Documentaries; and Executive Producer Mark Scantlebury.


De Moraes joined MultiStory Media shortly after Carter in January 2018 as Group Creative Director to focus on landing new shows and overseeing their debut seasons in production. In that time, she has played a key role in securing commissions and delivering new formats across all channels and platforms, creating the label’s first SVOD commission The Big Flower Fight for Netflix and forthcoming BBC One fashion format, You Are What You Wear.


Previously De Moraes held the positions of Head of New Formats at Twofour, Creative Director of the BBC’s Development Central and Director of Development at Twenty Twenty, where she created big returning formats including The Choir and First Dates.


Tim Carter said: “Ana has been a gamechanger for MultiStory, taking the company into exciting new areas of business and creating innovative new shows. Supported by a brilliant and seasoned team of genre Heads, she brings a modern, entertaining and heartfelt tone to everything she touches.”


Yapp has been making documentaries for 20 years, firstly at the BBC and more recently as a freelance director, working for a variety of production companies and delivering both presenter-led films and observational series to the BBC, ITV, Channel 4, Channel 5 and Sky.


Previous work includes making films with Louis Theroux (When Louis met Jimmy and the BAFTA-winning When Louis Met The Hamiltons) Jennifer Saunders, Joanna Lumley, Karl Pilkington and The Monty Python team, to making highly acclaimed series An Island Parish for the BBC and The Circus for ITV.


His most recent credits include BBC2’s Mortimer & Whitehouse: Gone Fishing (series 2 & 3) and the BAFTA-nominated The Real Full Monty and The Real Full Monty: Ladies Night for ITV.


McGough has been with MultiStory Media since April 2018, working on development across all genres. Prior to joining, McGough was at Kalel where he developed shows such as Phone Swap and Stupid Man, Smart Phone.


De Moraes said: “MultiStory has been through a whirlwind 18 months with a successful rebrand and landing our first commissions for Netflix and BBC One. I am delighted to take on the role of Chief Creative Officer and have the opportunity to work even more closely with our incredibly talented team as we continue to grow the company.


“I’m also excited to welcome Will to the team and promote Matt McGough to Head of Development. Will’s body of work speaks for itself – he is a highly respected, super-talented filmmaker and his appointment is a huge coup for Ceri and the MultiStory North team, while Matt is a real rising star who completely understands our creative ambition and will be instrumental in helping create MultiStory’s next generation of hits.”


MultiStory Media, the label behind shows such as Come Dine With Me, 63 Up, Peston, The Martin Lewis Money Show and Paul O Grady’s For the Love of Dogs, has production bases in London, Manchester and Cardiff.


Shows being produced by MultiStory Media North include the forthcoming You Are What You Wear for BBC One and the new Thomas Brothers series for ITV, as well as Gino’s Italian Express, currently airing on ITV and long-running ITV current affairs show Tonight.

p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica}
p.p2 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px Helvetica; min-height: 14.0px}

Staff Reporter

Share this story

Share Televisual stories within your social media posts.
Be inclusive: is open access without the need to register.
Anyone and everyone can access this post with minimum fuss.