Val Morgan moves into publishing with Pedestrian’s Brian Florido

Cinema and outdoor business Val Morgan is making the leap into the digital publishing world, appointing Brian Florido as managing director of its newest project – Val Morgan Digital.

The new platform will be a contemporary entertainment, lifestyle and health site with Florido in charge of the publishing and growth strategy.

Florido joins VMD from Pedestrian Group

Florido joins from Pedestrian Group where he was managing director, a role he was promoted into in January this year from group commercial director. He joined the business in 2012 from OMD where he was the communications manager for six years. Florido will join Val Morgan from September 9.

Val Morgan’s cinema network includes Hoyts, Event, Village, Birch Carroll & Coyle, Wallis, Reading Cinemas, Australian Multiplex Cinemas, Skycity Cinemas, Regent Cinemas and the majority of independent cinemas. The company also operates Val Morgan Outdoor (VMO) which has a network of over 10,000 digital out of home screens across Australia and New Zealand. Val Morgan operates as part of the Hoyts Group.

Hoyts Group chief commercial officer Anthony Deeble said the business was looking forward to the move into publishing.

“We’re excited to announce our move into digital publishing and thrilled to have someone of Brian’s calibre joining our business. This is a natural evolution to our existing digital media proposition and will be a valuable and complementary addition to our cinema and outdoor networks.”

Florido said he looked forward to taking up a role which would give him a chance to sink his teeth into the creation of a new platform.

“I feel humbled and privileged to be joining Val Morgan during this exciting time of media convergence. I’m energised to take on the challenge of leading the growth of the newly formed content division – Val Morgan Digital. I can’t wait to get stuck into it and develop innovation across video and native products.”


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