The new division, called TBWA\Content, will be overseen by the executive creative director and chairman, Trevor Beattie, and the chief executive, Andrew McGuinness.
TBWA\Content, which will primarily work with existing TBWA clients, is being launched in conjunction with the sister Omnicom agency Stream, which specialises in creating branded content.
"From a consumer point of view, people are turning off from advertising; only exceptional ads are getting cut through," McGuinness said. "Clients are also demanding more than just a standard ad campaign. They want content to keep people involved and engaged with their brand."
The main focus will be on developing television programming. Shaina Galvin, formerly the communications director at Media Planning Group, will be responsible for heading both the TV and radio operation.
TBWA has drafted in Georgie Summerhayes, a former commercial director at the music label EMI, to head the music division. She will be responsible for driving revenue from music that is used in ads developed by TBWA.
Mike Falconer, the managing director of Stream, will head the film division, expected to be the smallest operation, as well as continuing to run Stream.