Cowshed Social snags LadBible exec as head of production

Joana Gutscher

UK producer and distributor Cowshed Social has appointed LadBible Group’s Joana Gutscher as head of production.

In her new role, Gutscher will oversee all aspects of Gen Z-focused Cowshed’s production output, which includes original content for the Footasylum YouTube channel which is home to original digital formats such as Bad Bistro, Locked In and Bad Barbers.

At LadBible, Gutscher served as head of production, originals & branded, and is credited with helping launch their move into original formats and IP.

Prior to that she was production executive at Somethin’ Else, senior production manager at Evoke Films and production manager at Pulse Films.

Gutscher’s appointment follows the arrival of BBC Studios exec Matt Ford as managing director at Cowshed Social. He joined in November to oversee the company’s rebrand and drive new business growth.

“Hiring Jo shows our ambition as we continue to lead the way in pioneering social content that breaks tradition and ensures brands reach new audiences,” said Ford.

Co-founded in 2019 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.