The division will be headed by the director of content, Mark Boyd, who joins from the content company Stream MSI, where he was a director. By developing BBH's relationships with broadcasters and production companies, Boyd will help clients promote their brands through programme content rather than traditional marketing methods.
John O'Keeffe, BBH's executive creative director, believes this strategy will provide BBH creatives with more opportunity. "Our commitment in this area will mean more scope for my department," he explained. "One brief might be for a TV ad or press campaign but the next will want ideas for a music promo or a game show.
"Any agency worth its salt should be making a life for itself outside the 60-second TV ad. Savvy clients know that they need to exist in the space around ads and it's our responsibility to respond to this need."
Boyd began his career with Virgin Media, working on the launch of Virgin Radio. He then moved to PHD where he oversaw the development of the agency's broadcast sponsorship offering.
The BBH managing director, Gwyn Jones, said: "Mark is one of the few people out there who can actually claim to have some real experience and credibility in the field."