Giulio Brunini has been appointed CEO of BrandAmp, the joint venture set up by Universal Music Group and advertising giant WPP's media investment unit GroupM.

Brunini joins London-based BrandAmp from Yahoo!, where he served as marketing director for the Internet giant's Italian business and, most recently, as head of marketing solutions overseeing Yahoo's trade marketing from London. Prior to that, Brunini spent a number of years working at leading U.K. advertising firm Saatchi and Saatchi.

In a statement, Stephen Allan, CEO of GroupM U.K., described Brunini as a "multi-lingual, multi-market marketer," who will play "a crucial role in developing the BrandAmp offer and rolling it out in a number of new markets."

Universal Music Group International chairman and CEO Lucian Grainge added, "We like Giulio's mixture of client and agency experience, but crucially his digital experience made Giulio stand out as a compelling leader of this business."

The new 50/50 company, unveiled last September, is intended to develop music and brand partnerships for WPP agencies and clients,

BrandAmp will provide marketers with access to tap into Universal Music's repertoire and business skills, and it will liaise with other artists and labels in handling third-party synchronization deals and music partnerships.