LONDON — Former TVC group managing director James Myers and client services director Danielle Bassin have joined the leadership team at The 10 Group, whose CEO Elaine Stern founded TVC.

Myers (pictured, second left) left TVC in 2019 after 17 years and then spent a year at broadcast specialist 4media Group as chief innovation officer, before leaving in February this year. Bassin (pictured, second right) also left TVC in 2019, before the Economist closed the agency down in June this year, and then worked with Myers at 4media.

In the interim, Myers and Bassin have worked together on a number of projects, including running the media and communication arm of the recent MDL Beast Festival in Saudi Arabia. At TVC, they collaborated on the Red Bull Stratos project where they were integral players in the communications strategy for the “jump from the Edge of Space”, which set the record for the most viewed YouTube live stream of all time.

Myers becomes The 10 Group’s first chief commercial officer and Bassin is chief content officer, both reporting into Stern and joining the board alongside managing director Eddie Hammerman and CFO Jane Conley. All five worked together at TVC.

At The 10 Group – which now has a team of 25 – Myers’ role will be to oversee the business development team and drive commercial expansion, with developments likely to include new divisions and growing the content studio, as well as new hires in integrated marketing, digital and content.

Myers told PRovoke Media: “It’s a small and nimble agency with an amazing client base of global brands and start-ups, and when I talked to Elaine and Eddie I could see there was a massive commercial opportunity to help them move into their next decade. I’m looking forward to setting ambitious targets, and 10 Group becoming less of our clients’ best kept secret.”

Bassin, who has worked across production, client services and cross-channel communications in businesses including the BBC, MTV as well as TVC, will head up the content team, overseeing content production and creative execution and developing the agency’s in-house content studio internationally.

The appointments come as The 10 Group marks its tenth anniversary and after a series of new account wins, including Red Bull, British Gas and Vodafone’s Smart Technology business. Other clients include Centrica, BP, Visa and, as well as work for luxury Swiss watch firm IWC.

Other recent hires have included BAFTA award-winning creative producer Lorry Powells, senior business development manager Richard Lee (right), and Chloe Kingscote (left), who joins as a senior account manager from independent agency Pumpkin.

Stern founded TVC in 1998 and led it for 11 years, before leaving to set up The 10 Group in 2010. She said: “2020 has been a year of significant growth for The 10 Group. We have pivoted our content creation and consultancy services to enable clients to launch products virtually and drive thought leadership through content and campaigns to reach global audiences.

“I am delighted that we will be reunited with former colleagues James and Dani, who bring a fantastic roster of clients and exceptional experience of global leadership and diverse offering of services. Their appointment, alongside our additional hires, marks an exciting new chapter at 10 as we enter into our next decade.”