Argonon’s Nemorin appoints News UK alum as CCO to “supercharge” branded business

Darren Smith

Argonon’s UK-based branded content label Nemorin Film & Video has appointed News UK alum Darren Smith as chief content officer.

In this newly created role, Smith will report into Nemorin CEO Pete Fergusson, working alongside him and recently appointed executive creative director Sachini Imbuldeniya to “supercharge” Argonon’s push into branded content.

Argonon has been increasing investment in branded, digital and IP and recently moved into podcasts, launching YouTube website Element 18.

Smith, former executive director of Bridge Studios (News UK) and global creative & programme director at The Economist, joins Nemorin with almost two decades of experience overseeing branded content campaigns and strategies including Red Bull Stratos, GE Look Ahead, Philips Healthcare, Kia Motors and The Movember Foundation.

He arrives following the UK launch of fintech company APLYiD, where he was chief brand and marketing officer. Prior to this role, he oversaw News UK’s content marketing agency and a team of 50 delivering over 400 content campaigns annually. Earlier in his career, Smith was an art director, editor and journalist at Haymarket, where he co-launched its branded content division.

The move to Nemorin reunites Smith with Imbuldeniya, with the two having previously worked together on News UK short film You Clap For Me Now and poem anthology Poems For The Pandemic.

Argonon CEO James Burstall commented: “The completion of a best-in-class management team at Nemorin underlines our ambition to create the world’s best branded content company.

“With the rise of brands as commissioners of content, aligned with the uniquely collaborative ecosystem at Argonon with award-winning producers across all genres, we see huge potential in the months and years ahead to offer exciting opportunities for brands, social media networks and broadcasters.”