Jenny Crabb Appointed Executive Producer and BDM for Asia at The Sweetshop

The Sweetshop has appointed Jenny Crabb to the role of BDM and Executive Producer for their Asia office. The new position will allow Crabb to focus on the growth opportunities for the region, managing relationships from Singapore, Hong Kong, Japan, and beyond, along with freeing up time to pursue creative opportunities with new roster signings as she hunts for the cream of the crop from both within and outside of Asia, said The Sweetshop in a release.

Crabb’s rise within The Sweetshop comes as no surprise, with over 25 years of experience behind her in broadcast TV and Advertising she is a true treasure trove of knowledge with a broad view of the creative industry.

“The perfect moment has arrived for us to elevate Jenny to this pivotal position. Jenny’s universally adored; her engaging personality, ability to connect, and love of wanderlust are just what we need in this position,” said Melanie Bridge, Sweetshop co-CEO.


“Fueled by her creative fervor, Jenny is also poised to curate an even more formidable and diverse directing roster, plus forging connections with almost any top global freelance director. Her goal is to bolster all of our creative capabilities across Asia. It’s an exciting new chapter for us!”

Crabb’s career began in broadcast in London, before moving to Sydney in 2007 to take a job at MTV Networks. Pivoting to TVC production via a role at Sandbox Productions from 2015, she was a formative part of their premium advertising and brand production offering. In 2019, she was shortlisted for ‘Creative Producer of the Year’ at the annual B&T Women in Media Awards. Outside of work, she has produced and directed a number of award-winning shorts, which enjoyed international festival screenings, and she has just had the opportunity to judge on the Craft jury at this year’s Spikes.

Crabb said “I can’t wait to really get into this role over the coming months, especially after my recent privilege of judging at SPIKES where I spent time with some inspiringly interesting and creative people. Seeing the calibre of work coming out of our region was an absolute highlight of course.

After six months in Bangkok working from our new office, I’m feeling fully settled in and definitely in the middle of the action, sitting in a world-class production hub while only a stone’s throw from the best creative teams across the region.  Our directors are always thrilled to get a script in from Asia, they love working here.”


Jenny Crabb and Penny Woo, together, are ready to start a new chapter for The Sweetshop’s Asia office, the new office which opened in Bangkok last year has laid a solid foundation for the global production company, the perks of the film industry within Bangkok has seen the office become a sought after hub for the other Sweetshop offices around the world.

Woo said “I’m thrilled and excited with Jen’s new role and I believe this will cement our strive and commitment to make Sweetshop a thriving hub in the region! She’s gonna smash this promotion out of the park. Super stoked and feeling lucky to run the Asia office with Jen.

Crabb and Woo are committed to advancing the company’s continuous endeavours to develop a progressive and international creative roster, working closely with The Sweetshop’s growing Entertainment and Brand team offerings to workshop creative approaches in crafting premium film and content.


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