Adrian Woolfe, Celador International's managing director, said, "Having built the biggest entertainment brand in the world through the strategic licensing of `Who Wants to Be a Millionaire?' across television, interactive media, promotions and consumer products, we believe we are well positioned to assist other brand owners to exploit their rights to generate revenue, build audience share and brand loyalty." Celador launched "Who Wants to Be a Millionaire?" in the U.K. in 1998 and sold the show in more than 100 countries. In Venezuela and Chile, the program was licensed directly to Procter & Gamble, and Celador has also worked with McDonald's on "Millionaire" promotions.