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Wood, who takes up the new position this week, left Sky in the autumn, where he was also commercial director, after a management shake-up last year.

He joins forces with Freedom's founder, former media director and deputy managing director of BBDO, Robert Dodds, a long-term friend who booked Wood's first sponsorship deal at Sky.

Wood, who was at the satellite giant for 10 years and was responsible for signing major sponsorship deals with the likes of Ford, said: "I'm absolutely convinced that advertiser-branded content is the way forward in this industry. The future will still be driven by advertisers, although it won't be through advertising."

Freedom has already masterminded several big advertiser-branded content deals for clients including Pepsi, Sony Play'station and Mastercard, working with broadcasters including Channel 4.

Its latest project, the Pepsi Max World Challenge, follows the fortunes of youngsters picked to train with football superstars such as David Beckham, Ronaldinho and Thierry Henry.

As well as being shown on C4, it is due to become a TV property in more than 20 countries around the globe, with marketing in 200 countries.

Dodds said: "We believe branded content is an area in which advertisers are becoming increasingly interested.

"In Mark we are bringing in someone who has a fantastic track record with a broadcaster and has a great deal of experience of dealing directly both with clients and with agencies."

Wood will work with Freedom clients, including Mastercard, which has run advertiser-funding programming, revolving around live music events, on C4 and Play-Station-sponsored rock concerts at theme parks, which were also shown on C4, but will also look for new clients.

At the Edinburgh International Television Festival last year, he criticised the lack of ambition and sophistication of advertiser thinking in the area.

"I'd like someone to come in and say 'we'd like to do the next X-Factor or Big Brother and the only way it's going to be able to be done is if it's a branded programme for, say, Pepsi Max'," he told the festival audience.