Mads Ulrick Holmstrup took over as CEO in 2010 and immediately intensified Mastiff’s focus on creativity in original development and local adaption of group IP. Since then, the company has successfully grown to become one of the largest production companies in Denmark, producing more than 200 hours of primetime programming a year. Prior to his appointment as CEO, he worked as an executive producer and developer, successfully launching significant long-running entertainment and reality shows in the Danish market. Ulrick Holmstrup is part of the Banijay Group’s Nordic Management Board as Nordic Group Deputy CCO and also holds a position on the board of the National Danish Producers Association.