Endemol-owned UK production company Initial‘s credits include hit reality shows Big Brother UK and Your Face Sounds Familiar. After promoting Nick Samwell-Smith to managing director in September, the outfit has now hired Mirella Breda as creative director. Breda will join Initial in February after a long stint at the BBC where she has been executive editor of BBC Entertainment commissioning since 2007. Her tenure has included developing and exec producing Masterchef, Dragons Den, Comic Relief and Initial’s Total Wipeout. At Initial, she will look to expand entertainment output with new formats for the UK and international markets.