Format distributor Primitives has hired Paramount Global Content Distribution alum Katie Pike as director of sales and acquisitions.
Pike was previously director of formats at Paramount Global Content Distribution, working with a slate that included Wheel of Fortune, Hollywood Squares, Carpool Karaoke and Next Top Model, as well as scripted formats. Her appointment at the Belgian formats specialist follows the promotion of Simone de Pruyssenaere de la Woestyne to the post of managing director, succeeding Jan Huyse. Pruyssenaere de la Woestyne will continue to oversee all sales and acquisitions to Benelux, Nordics, Germany, and France, while Pike will handle business in the U.S., Canada, Latin America, Spain, Italy, Portugal, the Middle East, Turkey, and Asia. London-based sales and acquisitions manager Emma Gosling will continue to serve clients in the U.K., Australia, and CEE.
The indie continues to see traction with the megahit 99 To Beat—one of the six most internationally sold formats in 2025—and a growing stable of other brands, expanding its global footprint to 19 territories.
Pruyssenaere de la Woestyne said: “This is a defining moment for Primitives, which has performed above and beyond expectations in the last year. 99 To Beat’s ongoing success points to broadcasters’ faith in returnable entertainment formats—and the fact that we’ve seen a 50:50 split between new licenses and recommissions shows there’s also room for fresh new formats, which is an uplifting thought! Against this backdrop, Katie’s experience and perspective will be invaluable. She comes to us with an outstanding track record, along with a sharp business mindset and a collaborative approach that fits perfectly with our culture. I’m very much looking forward to working with her as we continue to grow Primitives together.”
Pike said, “I am thrilled to be joining Primitives at such a positive moment. Simone and the team are doing incredibly well in an exceptionally challenging market, and there’s a real sense of momentum and ambition around the company. For me, joining Primitives feels like the next logical step in my career. After a deeply rewarding 14 years at Paramount/CBS working on some of the most successful formats of the past, I’m looking forward to bringing my knowledge and experience to a company that looks to redefine the formats industry of the future.”
