Formerly chief executive of Kantar, Salama stepped down in February after WPP completed its sale of 60% of the firm to private equity firm Bain Capital.

Salama has also previously advised the government on e-commerce and business, and held a non-executive director role at Dfid (The Department for International Development.

As part of his new role, Salama will lead the charity’s long-term response and new ways of operating due to Covid-19. He takes up the role on 1^st July, succeeding BBC Studios chief executive Tim Davie as chair.

Ruth Davison, chief executive of Comic Relief, said: “This is a crucial moment for the charity as we face new challenges and refresh our strategic goals and vision. Tim Davie has been a brilliant chair and I’m confident that Eric’s strong leadership and unique mix of business and creative expertise will put Comic Relief on the path to even greater success.”