Universal Music France has launched a division designed to intermediate between brands and the major company's artists.

The new unit, entitled "U think!", will work on product placement, endorsement and on developing dedicated musical events.

The creation of U think!, explains Universal France in a statement, has been established because some associations between artists and brand can prove "less fruitful than expected," while some brands have "great difficulties comprehending the world of record labels."

The brands division is headed by Olivier Nusse, who remains managing director of Universal France's label ULM.