Canter, who left MPG last month, has launched Contentworx to offer expertise in the origination and production of brand and advertiser funded content, and is already working with a number of brands.
Contentworx has been set up as a standalone outfit to work with a roster of production companies, clients and their agencies.
Canter's experience includes integrated programming initiatives for brands including Microsoft and Intercontinental.
He said: "The key is understanding not just how brands operate but how consumers actually live today and how they select the brands and services they spend their money on. With the growth in the use of technology such as Sky+, brands have to find more innovative ways to capture an increasingly demanding and elusive consumer.
"A lot of disservice has been done in the area of branded content by, for example, overpromising and comparing it directly to traditional forms of communication like advertising and sponsorship, or just using it as an 'added value' option."
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