Brand Alliances, which will be headed by Mathew Freer, formerly an account director at Rainey Kelly Campbell Roalfe/Y&R and at Euro RSCG London, will specialise in working with advertisers on ad-funded programmes, events, broadcast sponsorship and barter deals.
Celador hopes Brand Alliances will work internationally to formalise relationships with advertisers, after it has gained experience of working with brands such as McDonald's and Procter & Gamble.
Freer joins Celador after spells in format creation for the BBC and Carlton.
Brand Alliances will initially approach advertisers about involvement in two Celador-produced events, The British Independent Film Awards and the FIFPro World XL Player Awards.
Adrian Woolfe, the managing director of Celador International, said: "Not all the content we discuss has to be ours. We're well placed to talk to, say, a brand that is looking for something in Germany, and suggest a good fit."
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