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OB42 renamed 42 Branded
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After almost 20 years, the founder and CEO of OB42, Otis Bell is exiting the business.
After nearly two decades at the helm, founder and CEO Otis Bell is exiting OB42, as the company officially relaunches under a new name: 42 Branded.
Bell has grown the company from its roots in music videos into a future-facing advertising and entertainment production company, operating across the UK and US. An early innovator in building integrated creative offerings, Bell launched the photography agency Probation alongside co-founder Matt Davey, now widely regarded as one of the most respected photography divisions in the industry.
In 2022, OB Management was acquired by leading film and TV production and talent management company 42, whose roster includes some of the world’s most celebrated actors, writers, and directors. That acquisition laid the foundation for the next phase of the business: a bold move to integrate branded content with the wider 42 ecosystem.
Bell said: “For me, the acquisition by 42 to create an unrivalled, global talent management ecosystem was my ultimate ambition for the company. The future is incredibly exciting for everyone involved, and now feels like the right time for me to step aside and allow the future leaders of 42 to realise its full potential. Companies need to continually evolve, and at some point that requires new voices and leadership to ensure continued relevance and innovation. I’m immensely proud of what we’ve achieved, but feel like my work is done. I’ve executed my plan and now I’d like to turn my hand to something else… probably something completely new.”
With Bell’s departure, OB42 now transitions into 42 Branded, with managing director Clancie Brennan already steering the next chapter. She has overseen a wave of high-profile signings and a growing slate of productions across advertising, branded entertainment, music videos, and photography in both the UK and US. Working alongside Brennan, Matt Davey continues as co-founder and MD of Probation.
Brennan commented: “From the moment Otis approached me about joining OB42, I knew we shared a vision for the industry that no one else was embracing in quite the same way. Everything we initially discussed and predicted is coming to fruition, so I feel incredibly excited to now be in the driving seat. We’ve built a brilliant team, with amazing new talent joining our roster, alongside the world-class writers, actors and producers represented by 42.”
Davey added: “Otis and I started Probation 14 years ago, and I could not be prouder of what we’ve achieved together. From day one, we knew it was important to establish our brand as a standalone photography agency while complementing OB42’s wider output and collaborating wherever possible. As we move into 2025 with our trusted roster of creative artists, including some exciting new signings, I’m thrilled to be working on our biggest productions to date and collaborating with Clancie and the wider 42 Branded team.”
Josh Varney, partner at 42, concluded: “42 Branded is now a fully integrated offering under the 42 umbrella and sits at the exciting intersection of brands and entertainment. I want to thank Otis for his stewardship of that transition. In Clancie and Matt, we have two world-class creative executives and partners to groundbreaking storytellers, both of whom deeply understand the future of advertising. The future is very bright indeed.”
