We produce, distribute and invest in premium entertainment content that travels across territories, channels and devices.

Latest projects

Stride Gum Presents Heaven Sent

Mondelez

On July 30th, Luke Aikins delivered the most thrilling 2.5 minutes of live content of the year by becoming the first person to jump 25,000 feet from an airplane with no parachute or wing suit, landing safely on a 100ft x 100ft safety net in California.

STREET STARS

Greymatter Entertainment

The Story Lab has acquired the worldwide license rights from Greymatter Entertainment to a new talent show that aims to find the best performers across every country’s streets and social media feeds.

Dream Goal

Budweiser

Budweiser had sponsored the FA cup; they’d run successful campaigns around the World Cup and now they wanted to build on this success. They needed to cement themselves as a credible voice in the world of football.

Our People

Michael Iskas

President
The Story Lab Global

Michael Iskas

President

Michael launched The Story Lab, Dentsu Aegis Network’s entertainment content business, in January 2015 with the vision to become the most innovative global investor, producer and distributor of premium entertainment content that attracts audiences, broadcasters and advertisers.

Since then, The Story Lab has distributed successful TV shows such as Ninja Warrior, all over Europe, monetised global TV events such as Heaven Sent Jump in the US and China and works with independent producers (from India to Amsterdam and from Moscow to New York) to finance the development of new TV shows.

Two years after launch, The Story Lab counts 300 talented entertainment, finance and marketing professionals across 15 territories, including the UK, France, Spain, Germany, Russia, Netherlands, China, India, Australia, Canada and the US.

Before The Story Lab, Michael was the Global Chief Innovation Officer for Carat, Dentsu Aegis Network’s media and communications specialist agency. During his 15-year career Michael has been awarded with more than 30 global media, innovation and creativity awards.

Norio Hayashi

Executive Director
The Story Lab Global

Norio Hayashi

Executive Director

Norio joined Dentsu in 1982 and first started his career in the media buying for TV and radio. In 1989, was transferred to the newly established entertainment division, to build and respond to the emerging entertainment content market in Japan. Ever since, has specialized in the domestic and international entertainment business, covering a wide range from executing major concerts, producing TV shows, films, to the merchandising business as well. His producer credits include the TV animation for ASTROBOY, the Japanese film for Back to the Bubble Era and the TV documentary Sugihara: Conspiracy of Kindness which was broadcast on PBS in the United States. He also spearheaded the exclusive deal with Universal Pictures in 2007 which is still a continuing valuable asset for Dentsu.

Shuntaro Tanaka

President
The Story Lab APAC

Shuntaro Tanaka

President

Shuntaro heads up The Story Lab in the APAC region. He started at Dentsu’s TV Division in 1997 and worked with most major clients in Japan such as Coca-Cola, McDonald’s and Ajinomoto.

In 2009, he moved to Vietnam and launched Dentsu Media Vietnam, an agency that, through Shuntaro’s leadership, up-weighted its focus on content development and within 3 years became the second largest agency in the market.

Shuntaro is a natural born innovator and excels at developing content businesses that require both creative flair and commercial expertise, as he proved in 2015 by being the engine behind Story Lab’s acquisition of the Ninja Warrior TV game show format and exporting it across the network in EMEA and APAC.

Rachel Gibbs-McNeil


Acting Head of The Story Lab UK

Rachel Gibbs-McNeil

Rachel’s experience ranges from original entertainment format creation, sponsorships, media partnerships, licensing deals, product placement, TV and radio Advertiser-Funded Programming to award-winning digital e-commerce solutions utilising talent to drive engagement and sales.

She is responsible for The Story Lab’s commercial offering and leads her teams to deliver entertaining content solutions, while driving commercial innovation. She constantly challenges the way we work to deliver new trading models and commercial practices with our clients and partners alike. Rachel has worked in the industry for 21 years, winning numerous awards for innovation and connecting consumers to brand stories.

Shannon Pruitt

President
The Story Lab US

Shannon Pruitt

President

As President of The Story Lab US, Shannon creates storytelling solutions that enable her clients to plan, develop and leverage content to deepen relationships with audiences across bought, owned and earned ecosystems. With extensive experience in television, digital, social and events, Shannon has led Marketing, Sales and Business Development teams at entertainment powerhouses Warner Bros, 19 Entertainment, Mark Burnett Productions and Fremantle Media.

A recognized industry leader, Shannon was recently named to The Internationalist’s 2015 Agency Innovators list. She’s been published by Adweek and Little Black Book, judged at awards shows from The Effies to The Mashies, and is a frequent conference panellist.

Julien Lefevre

Head of The Story Lab France

Julien Lefevre

Head of The Story Lab France

Julien has grown within Dentsu Aegis Network for 15 years and now leads The Story Lab France, dedicating himself to creativity, innovation and content. Having acquired strong credentials in brand content, the entertainment industry, global media platforms and content partnerships. His driving passion is to imagine and implement innovative and creative special operations for his clients to make them stand out through powerful storytelling.

Carmen Moreno

Head of The Story Lab Mexico

Carmen Moreno

Head of The Story Lab Mexico

As Managing Director of The Story Lab Mexico, Carmen is responsible for developing integrated communications strategies fuelled by great storytelling.

She has over 14 years’ experience working for advertising agencies, media networks and media agencies. Her passion is understanding consumers, and innovation combined with data. Having developed her skills in the generation of ideas, communication platforms, creative concepts, brand entertainment and fusing different media, Carmen’s goal is to make people talk about the best brands via stories.

She has worked for major brands in Mexico such as Nokia, Microsoft, GM, Arla Foods, Iberia, Banamex, Scotiabank, El Palacio de Hierro, BMW, Disney, Adidas and Reebok.

Erik de Winter

Head of The Story Lab Netherlands

Erik de Winter

Head of The Story Lab Netherlands

Erik de Winter has over 10 years of experience in the international content industry acquiring as well as selling formats and features films worldwide. He built up his experience at the largest independent production group Endemol Shine, boutique distributor Absolutely Independent and movie distributor RCV Entertainment (now Entertainment One). His passion are stories and creativity that inspires, activates and entertains consumers. The Story Lab brings those stories and creativity and marries them with messages from advertisers and brands.

Erik is responsible for developing, driving and executing The Story Lab’s strategy across The Netherlands, the home of reality and talent TV shows.

Daniel Pannrucker

Head of The Story Lab Germany

Daniel Pannrucker

Head of The Story Lab Germany

Alongside his current role as Managing Director of The Story Lab Germany, Daniel joined the Management Board of Dentsu Aegis Network in the beginning of 2016, being responsible for all content related business areas of the group.

Daniel started his career in 2003 at blöcher+partner Platforming, a specialist agency belonging to Dentsu Aegis Network Germany. In 2015 he joined the group again, as interim Managing Director of Isobar Germany, Dentsu Aegis Network’s full service digital marketing agency and was responsible for the comprehensive realignment of the company. Luxembourg-born Daniel has had a successful and varied career. He was Managing Director of Newcast, a specialist agency within the Publicis Group, where he rolled out an innovation agency for creative media and communications solutions from 2004 to 2007. Furthermore he founded his own agency LEOTAINMENT in 2008 that he developed to gradually become a successful agency with a clear focus on branded entertainment, digital content, social media, and influencer marketing.

Kamal Meriem

Chief Operating Officer
The Story Lab Russia

Kamal Meriem

Chief Operating Officer

Kamal is an experienced media and content marketing expert with more than 10 years’ experience in media, digital and innovation. Prior to leading The Story Lab in Russia as Chief Operating Officer alongside Chief Commercial Officer Evgeniy Tarapaka. Kamal was Innovation Director within the Dentsu Aegis Network and previously undertook the same role at Carat Russia. During that time he established strong branded content strategies for key clients along with a new approach to building long-term content-centric platforms with sales conversion and brand metrics as their focus.

Kamal previously headed all commercial streams for LiveJournal in Russia, successfully developing five e-commerce sites for subsequent commercial sale.

Dina Mehulić

Head of The Story Lab Austria

Dina Mehulić

Head of The Story Lab Austria

Dina Mehulić joined the Dentsu Aegis team in Zagreb, Croatia in 2010, moving to Dentsu Austria the following year. There she worked at Carat Austria for leading brands including MasterCard, Nintendo, Pandora, Philips and Storck in the digital space. In 2015 she became Carat’s Digital Lead and in June 2016 launched The Story Lab in Austria, becoming Account Director. Dina has a business and PR degree and prior to joining Dentsu Aegis was highly experienced in creative and media agencies in Zagreb.

Nuno Santos


Head of The Story Lab Iberia and Sub-Saharan Africa

Nuno Santos

Nuno has over 25 years’ experience in content, as a journalist, radio and TV presenter, then content and programming director at Portugal’s two leading broadcasters, RTP and SIC. Widely respected in the industry, Nuno was previously General Content Manager at Multichoice Africa, adding to his extensive local knowledge across Portugal, Spain and Africa. With a bulging contacts book and deep understanding of negotiating and securing rights, he has a proven track record of simply explaining complex circumstances through his work as a lecturer and teacher.

Nuno is leading our capabilities in Iberia and Sub Saharan Africa, specifically utilising his broadcast and commissioning experiences to invest and distribute new formats and to align content creation with audience and broadcaster demands.

Nadia Hwang

General Manager
The Story Lab China

Nadia Hwang

General Manager

Nadia is General Manager of The Story Lab in China, part of the Dentsu Aegis Network. As the centre of the network’s premium entertainment content offering, The Story Lab inspires and delivers innovative content solutions that connect with audiences, creating value for both clients and partners.

Prior to joining The Story Lab, Nadia was vice president of Pan-Asian channel operator Celestial Tiger Entertainment, overseeing the company’s advertising business across its networks in Asia. Nadia also spent over 15 years at Turner International Asia Pacific overseeing commercial development and advertising sales for all Turner entertainment properties across multiple platforms in North and South East Asia.

Sunil Kumaran

Head of The Story Lab India

Sunil Kumaran

Head of The Story Lab India

Sunil Kumaran is Head of The Story Lab in India. With a passion for understanding consumers and their relationship with media, Sunil brings over 20 years experience in media. Previously Chief Strategy Officer for Content and Revenue with Reliance Broadcast, a key radio and television broadcaster and producer in India. Under his leadership the group successfully launched multiple television channels.

Sunil’s key specialisms include content strategy, revenue planning, strategic media planning and business management.

Daniel Mekinda

Managing Director
The Story Lab Canada

Daniel Mekinda

Managing Director

Daniel oversees The Story Lab in Canada and is responsible for the direction and daily operations of the brand. His area of focus has largely been in the creation of intellectual property and has worked globally to develop, acquire and license content while also consulting for other IP and copyright owners and creators.

Daniel’s career began at a major record label before moving on to roles in business development and consulting both as an entrepreneur and within large multi-national organizations.

Paola Passoni

Head of The Story Lab Italy

Paola Passoni

Head of The Story Lab Italy

With over 14 years’ experience in TV partnerships, media sponsorship, digital content activity and events, Paola’s real passion is premium entertainment content that attracts audiences. With particular capabilities in TV content production, she is expert in creative ideation and content execution.

Paola is responsible for developing, driving and executing The Story Lab’s Italian business to deliver entertainment linked premium content solutions through storytelling.

Sinead O’Connor

Head of The Story Lab Ireland

Sinead O’Connor

Head of The Story Lab Ireland

Sinead has 20 years’ experience in the TV industry including two new channel start-ups and a senior commercial role for Ireland’s national television and radio broadcaster, RTE. She is well placed as Head of The Story Lab Ireland to utilise her many relationships with independent producers and key decision-makers within Ireland’s two main broadcasters.

She began her TV career with the launch of Tara TV, a cable channel delivering Irish programming to Irish expatriate audiences in the UK. This led to a key role for the launch of Ireland’s first commercial terrestrial channel, TV3 Networks Ireland, working in programme acquisitions, planning and scheduling. Her later career at RTE evolved from, firstly, Head of Interactive Services and then as Head of Licensing and Consumer Product where she operated at a senior level generating valuable revenues through the exploitation of RTE TV brands and content in the commercial and consumer markets.

Sinead’s experience ranges from working closely with commissioning editors and the independent sector to exploring opportunities in overseas markets and making strategic investment decisions to develop further programme ancillaries. She has previously acted as a consultant to the independent TV sector to develop their branded content offerings.

Amanda Burningham

Head of The Story Lab UK

Amanda Burningham

Head of The Story Lab UK

Amanda heads up The Story Lab in the UK, comprising a 50-strong team with multi-disciplinary talents all striving to deliver transformational content solutions for clients.

Amanda began her career in 2003 at Virgin Radio working on sponsorship, promotions & event partnerships with the UK’s biggest brands. Amanda then moved to Universal McCann to lead their Radio team, leading them to win Radio Agency of the year in 2009 before co-founding Universal McCann’s Ideation team, where she was responsible for creative strategy and brand solutions for clients. In 2011 Amanda joined Carat Sponsorship where she led the media partnership team.

 CONTACT US

The Story Lab in

Global

Address

10 Triton St

Regent’s Place

London

NW1 3BF

The Story Lab in

Vietnam

Address

19th Floor

Vincom Center

72 Le Thanh Ton

Str. Dist.1

HCMC

Contact

+84 8 3936 9186

thestorylabapac@storylab.com

The Story Lab in

Australia

Address

105 York Street
South Melbourne
VIC 3205

Contact

+61 3 9693 3950

australia@storylab.com

The Story Lab in

Canada

Address

1st Floor

116 Spadina Avenue

Toronto

Ontario

M5V 2K6

Contact

+1 416 504 3965

canada@storylab.com

The Story Lab in

France

Address

4, Place de Saverne

Courbevoie

Paris

92400

Contact

+33 1 4116 1718

The Story Lab in

Mexico

Address

Av. Santa Fe 440 piso 11. Col. Santa Fe,

Delegación Cuajimalpa

C.P. 05348 México D.F.

The Story Lab in

Russia

Address

Presnenskaya embankment, 6/2

Imperia Tower, 123317

Moscow

The Story Lab in

United Kingdom

Address

​20 Triton Street

Regent’s Place

London

NW1 3BF

Contact

+44 020 7430 6000

enquiries@Storylab.com

The Story Lab in

United States

Address

2nd Floor

2700 Pennsylvania Ave

Santa Monica

CA 90404

The Story Lab in

Germany (Hamburg)

Address

The Story Lab GmbH

Alsterufer 3

20354

Hamburg

Contact

+49 403575670

office.hamburg@storylab.com

The Story Lab in

The Netherlands

Address

​Moermanskkade 85

1013 BC

Postbus 15905

Amsterdam

Contact

+ 31 (0) 20 519 1700

http://storylab.com/netherlands

The Story Lab in

Austria

Address

Gumpendorfer Straße 11-13/19

1060 Wien Austria

The Story Lab in

Italy

Address

​Via Bracco 6

20159

Milano

Italy

The Story Lab in

Global

Address

10 Triton St

Regent’s Place

London

NW1 3BF

The Story Lab in

Vietnam

Address

19th Floor

Vincom Center

72 Le Thanh Ton

Str. Dist.1

HCMC

Contact

+84 8 3936 9186

thestorylabapac@storylab.com

The Story Lab in

Australia

Address

105 York Street
South Melbourne
VIC 3205

Contact

+61 3 9693 3950

australia@storylab.com

The Story Lab in

Canada

Address

1st Floor

116 Spadina Avenue

Toronto

Ontario

M5V 2K6

Contact

+1 416 504 3965

canada@storylab.com

The Story Lab in

France

Address

4, Place de Saverne

Courbevoie

Paris

92400

Contact

+33 1 4116 1718

The Story Lab in

Mexico

Address

Av. Santa Fe 440 piso 11. Col. Santa Fe,

Delegación Cuajimalpa

C.P. 05348 México D.F.

Contact

The Story Lab in

Russia

Address

Presnenskaya embankment, 6/2

Imperia Tower, 123317

Moscow

Contact

The Story Lab in

United Kingdom

Address

​20 Triton Street

Regent’s Place

London

NW1 3BF

Contact

+44 020 7430 6000

enquiries@Storylab.com

The Story Lab in

United States

Address

2nd Floor

2700 Pennsylvania Ave

Santa Monica

CA 90404

The Story Lab in

Germany (Hamburg)

Address

The Story Lab GmbH

Alsterufer 3

20354

Hamburg

Contact

+49 403575670

office.hamburg@storylab.com

The Story Lab in

The Netherlands

Address

​Moermanskkade 85

1013 BC

Postbus 15905

Amsterdam

Contact

+ 31 (0) 20 519 1700

http://storylab.com/netherlands

The Story Lab in

Austria

Address

Gumpendorfer Straße 11-13/19

1060 Wien Austria

The Story Lab in

Italy

Address

​Via Bracco 6

20159

Milano

Italy

Contact