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Wheelhouse Labs Appoints Joseph Saroufim as Head of Creative Development

by | Jul 16, 2021

Wheelhouse Labs, the branding and creative marketing arm of Wheelhouse founded by Brent Montgomery in partnership with Jimmy Kimmel, has brought on Joseph Saroufim as the Head of Creative Development. In this new role, Saroufim will oversee the creative output of the growing in-house team. The new executive addition will report to Dan Sanborn, Wheelhouse Labs President.

“Whether it’s with the shows we are creating, with the businesses we invest in, or through the brands with which we partner, creative storytelling and content is at the heart of how Wheelhouse aims to delight audiences,” explains Sanborn. “Armed with 20+ years of experience in developing award-winning creative and content, Joseph is an innovative storyteller, and the perfect addition to our growing team,” adds Sanborn. “From the start, we have set out to build a different type of business fueled by creative ingenuity. With Joseph joining the Wheelhouse Labs leadership team, I think the sky’s the limit on the insane ideas and creations that we will cook up together.”

In his role as Head of Creative Development, Joseph will be responsible for building, furthering and managing Wheelhouse Labs growing creative services and capabilities to support all Wheelhouse Labs’ partner brands, as well as the creative support for Wheelhouse’s growing roster of investments and entertainment initiatives.

Prior to joining Wheelhouse Labs, Saroufim honed his marketing skills at 72andSunny, as well as CAA and Observatory. Joseph has written and produced award-winning content, including a television pilot for Samsung, a mini documentary exploring the evolving definition of masculinity for Bonobos, and a short comedy series for VCA. Joseph’s understanding of story structure and narrative content is what makes brands like Netflix, AB/InBev, Ben & Jerry’s, USA Facts, Kajabi, Target and Marriot trust his bespoke approach. His versatile and celebrated work in entertainment includes developing TV show concepts for Vh1, entertainment projects for Waffle Iron Entertainment (a division of Nike, Inc,) as well as scripted features and feature documentary projects.

“It’s rare to find a group of professionals who are as well-versed in the language of entertainment as they are in the language of brands,” shares Saroufim. “As the role of entertainment in marketing constantly evolves, Wheelhouse Labs is uniquely suited to have a finger on the pulse of what’s next.”

Wheelhouse Labs’ new hire announcement occurs on the heels of launching Wheelhouse DNA—“digital ‘n audio”— dedicated to develop, produce and distribute content from creators and influencers.  Wheelhouse Labs is the group’s in-house creative marketing agency servicing a growing roster of brands and investments, productions and pioneering partnerships – including content and development company Kimmelot. The team is composed of marketing experts that live at the intersection of brands and culture, delivering unique ideas that solve business challenges, connect with culture and inspire movements.


About Wheelhouse

Wheelhouse was launched in 2018 by award-winning producer and entrepreneur Brent Montgomery, in partnership with Jimmy Kimmel. A one-stop shop for content, talent, brands and capital, Wheelhouse harnesses business and programming opportunities across industries and platforms, helping companies and creators accelerate and manage their ventures. The company consists of four businesses: content and production division Wheelhouse Entertainment (WHE); in-house brand marketing and creative innovation arm Wheelhouse Labs; investment division Wheelhouse 360; and real estate operation Wheelhouse Properties.

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