Hytner will be responsible for building UM's European network through encouraging best practice and pooling knowledge and skills where appropriate.
He will report to UM's global chief executive Matt Seiler, and Graham Duff, the EMEA president of holding company Mediabrands, which also includes Initiative's agency network.
Before joining Top Up TV, Hytner was marketing director of ITV when Duff was chief executive of Granada Enterprises.
Duff told Media Week he was "delighted" with the appointment, adding: "I've known Jim as a client and as a colleague and it's fantastic that someone of his stature has become our European driver at UM."
Prior to his two-year tenure at Top Up TV, Hytner also spent four years as marketing director at Barclays.
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