FremantleMedia Italy hires Viacom exec

FremantleMedia Italy has hired Viacom executive Filippo Madella to become its director of branded entertainment.

Madella will oversee the team that looks after brand integration and branded content television shows at the Italian arm of the X Factor and Italy’s Got Talent producer.

Based out of Milan, he will also look to develop partnership with other FremantleMedia companies, publishers, ad agencies and digital platforms.

He will report to FremantleMedia Italy COO Gabriele Immirzi after leaving his post as sales manager for Viacom and MTV. He also worked at Group Comedi / Edisport and has also sided the launch of music channel Music Box Advergreen. Madella began his career at Carat Group.

“Our mission is to make the brand to be an integral part of entertainment, not a distraction, involving the audience on every platform available,” said Immirzi. “We believe that Filippo’s appointment will strengthen our strategic thrust in a market that is still in its infancy, but is becoming increasingly crowded and competitive.”

“I was delighted to read about this opportunity with FremantleMedia because I am convinced that  that creating tools that establish a meaningful connection between brands and the audience is crucial for the future of advertising,” added Madella. “The potential for FremantleMedia is huge and the market is now ready to implement it on a large scale. “