The new division will create content and arrange services such as product placement, rights holders partnerships, ad-funded programming and partnerships with media outlets and other companies, such as schools.
Wade, now head of Maxus Partnerships, is in the process of recruiting a team of four to work with her.
At TalkSport, she worked closely with editorial teams and rights holders to create content-led partnerships for sponsors. Prior to TalkSport Wade was at Carat Sponsorship, latterly as a communication sponsorship manager.
Wade will report into Tim Irwin, the chief operating officer at Maxus.
Irwin said: "The current standard partnership model is still relevant but as consumers and the media landscape change, partnerships must evolve too."
Maxus Partnerships will work across platforms with a focus on digital, using social and search resources from the wider agency.