Creator and Showrunner of Lucky 13, played a pivotal role in developing and globalizing Who Wants To Be A Millionaire?, making it the first $1BN TV format. As Celador's managing director, he significantly enhanced the IP's value through diverse strategies, including licensing and digital activities, in 107 countries. His launch strategy for Millionaire set a global industry benchmark. Over the past decade, Woolfe founded two media-tech startups, collaborating with leading global talent and content creators.
 
Adrian's strategic vision in leveraging the value created through the IP of mainstream primetime TV formats significantly enhances audience engagement on-screen, and commerce off-screen, generating significant recurring revenues. His leadership in transforming Who Wants To Be A Millionaire? into a global success exemplifies his ability to use a format to amplify content visibility and marketability. Woolfe's approach to integrating high profile collaborations maximizes viewership and advertising revenue, demonstrating his expertise in creating synergies between content, celebrity influence, and advertising attractiveness. This strategy underscores his adeptness at driving financial success and international acclaim through strategic and celebrity integration.