Endemol has strengthened its commitment to advertiser-funded programming with the appointment of its first executive director of branded entertainment.

Marco di Gioacchino will be based in the group's London office but will pursue partnerships with third-party brands for all of the group's global businesses.

Endemol UK's advertiser-funded slate has included ITV1's Orange Playlist and the Vodafone Live Music Awards for Channel 4.

In the US, Dr Pepper has sponsored MTV's Band in a Bubble and Sears has funded Extreme Makeover: Home Edition, while the group partnered with Unilever for the Dutch show Life and Cooking.

“Branded content is an area where we see a fast growing number of opportunities in key markets around the world,” said Endemol chief operating officer Marco Bassetti. “Di Gioacchino has an impressive track record of working with leading brands and I'm delighted to have him joining us.”

Di Gioacchino was formerly new media marketing director at Mediaset-owned TV advertising company Publitalia and has previously been a management consultant for Deloitte and Touche.