Watkins has worked in the field of branded content for nearly four years, most recently for Orange, Philips and Sony PlayStation. At Stream, she managed the two-for-one cinema ticket programme, Orange Wednesdays.
Rob Forshaw, a partner at Grand Union, said the decision to launch Hubbub reflected the increasing demand for branded content services.
"It is a growing market that is being serviced by media agencies rather than creative agencies. There is an opportunity to take the lead in this area," he said.
Britvic, a Grand Union client, is a strong supporter of branded content.
MindShare produced a series of branded magazines and short television programmes for its Fruit Shoot brand last year. Britvic is also understood to be working on an advertiser-funded television series.
"The strongest opportunity can be found in areas where clients already spend a large percentage of their budgets on sponsorship, which may be under-exploited," Forshaw commented. "Sponsorship should be about more than just sticking a brand name on something,"
Hubbub plans to recruit a number of staff in the coming months. Forshaw added that Grand Union's decision to set up the business was part of a wider expansion strategy.