The company has named Claudia Cahill to drive the effort.Ms Cahill most recently led custom content development and production for the Pepsi Refresh Project.

Engaging with clients at the planning level, OMD's Content Collective delivers brand-centric content, seamlessly aligned with - and organic to - the broader marketing strategy. Designed to function as the hub linking clients to production companies, talent representation, distributors and media owners, the unit is an end-to-end resource for marketers looking to effectively use branded content to connect with consumers.

Content Collective already has more than a dozen projects in the pipeline, with Pepsi, General Electric and Nissan among the list of early adopters. In the first quarter of 2011, Content Collective will launch efforts for Tropicana, Trop50, Frappucino, Diet Pepsi and Sobe.

Ms Cahill joins OMD from Levity Entertainment Group, where she led Medium, the group's branded entertainment division. Prior to Levity, she was an executive producer at Conductor.

Alan Cohen, CEO of OMD US, said: “Under the direction of Ms Cahill - an accomplished producer and true innovator in marketer-created content - Content Collective allows clients to leverage the explosion of branded engagement opportunities across the scripted, reality and original content models, and traditional and digital channels, enabling marketers to connect with consumers at a different, more relevant and more effective level.”

Ms Cahill said: “Media companies, entertainment companies and major brands are re-thinking and re-scoping relationships, all with the goal of engaging consumers more effectively - and content is at the epicenter of the change.”

Will the new division provide better features to the firm's clients?

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