Jimmy Fallon and Bozoma Saint John were pressing the flesh with advertising folks at Cannes Lions earlier this year to get them behind their reality-business-competition show On Brand with Jimmy Fallon . As it launches on NBC in the U.S., the international format sales folks are in Cannes, but this time at MIPCOM and hoping to sell the idea to international buyers.

Hannah Mabruk, SVP, format sales & production at NBCUniversal Formats , which is part of the Universal Studios Group, is leading that charge. “The big business competition reality formats like Shark Tank and The Apprentice have been around for a very long time, and we’re often discussing with buyers how they would love to find the next show in that space,” she says.

Internationally, the show will be marketed as

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