Executive to head sponsorship drive

LONDON — Endemol Group has hired a new topper to spearhead the drive to expand its advertiser-related activities that have led to initiatives like Dr Pepper sponsoring MTV’s “Band in a Bubble” in the U.S.

He is Marco Di Gioacchino, who will work in the newly created role of executive director, branded entertainment.

Di Gioacchino, based in London, will work with Endemol’s operating companies around the world finding sponsors for the entertainment giant’s shows.

Endemol hopes to build on its achievements in branded entertainment in the U.K., the U.S. and in mainland Europe, where initiatives like “Live and Cooking,” broadcast by RTL4 in the Netherlands, was sponsored by Unilever.

Endemol Group COO Marco Bassetti said: “Branded content is an area where we see a fast growing number of opportunities in key markets around the world.”

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