Cowshed Social signs up BBC Studios exec as managing director

Matt Ford

UK producer and distributor Cowshed Social has appointed BBC Studios exec Matt Ford as managing director.

In his new role, Ford will oversee Gen Z-focused Cowshed’s forthcoming rebrand and will also be responsible for driving new business growth.

He joins the company from his role as VP of commercial, digital, at BBC Studios, where he was responsible for all global revenue for leading brands on social media, including BBC Earth, Top Gear, Bluey, Hey Duggee and Doctor Who.

Prior to the BBC, Ford helped to set up and launched Channel 4 commerical division 4Studio and served as a commercial director at UNILAD.

Co-founded three years ago by former UNILAD head of production George Cowin and Ryan O’Shea, Cowshed’s credits include social video production and distribution for clients including KFC, Sony, FIFA, Channel 5 and NFL.

The business is currently developing a slate of original content for Gen Z audiences aimed at broadcast partners, content creators and publishers.

Cowshed also creates original content for the Footasylum YouTube channel for which it has created original digital formats including Bad Bistro, Locked In and Bad Barbers.

Ford praised Cowshed for having “led the recent shift in social media by proving that brands and talent don’t need to borrow audiences from media owners or publishers anymore, they can build their own with their own brilliant content on their own channels.”

George Cowin, co-founder of Cowshed Social, said that Ford’s “commercial experience and strong industry presence will without a doubt elevate Cowshed Social.” He added: “We have a clear vision of where we want to be as a business and we are excited to see Matt’s approach and strategy.”