Ben Bird has been named as the media and entertainment leader for PwC’s UK wing. He will head up the offering within PwC’s technology, media, and telecom practice.

Mary Shelton Rose, technology, media, and telecom (TMT) leader at PwC UK, commented, “I’m delighted to welcome Ben as our media and entertainment leader. The experience he brings working with and advising media companies on their operations and strategies will be invaluable to our clients and strengthen our offering in the market.”

According to Shelton Rose, the move will help the Big Four firm cater to demand at a time when clients are “looking at issues like regulation, changing audiences and GenAI and how they respond to them.”

Bird joined PwC 18 months ago, initially arriving as a partner in its operational restructuring business – but has over 16 years of experience leading operational improvements to media firms. His shift to the TMT practice therefore bring his experience to work with clients across a range of areas including driving operational efficiency, business transformation and navigating the regulatory landscape.

Before joining PwC, Bird was a partner at consultancy firm Vendigital, where he led its consumer practice. In that time, he also honed skills relating to efficiencies and revenue enhancing projects for clients in both private businesses and private equity-backed companies.

Bird said of his promotion, “I am excited to take on the role of Media and Entertainment sector leader at PwC and look forward to building on and expanding our presence in the market. With the proliferation of digital platforms, evolving consumer behaviours and the continuous convergence of various media forms driving growth within the sector, I look forward to helping our clients navigate.”