Toronto-based creative agency Capital C has made an investment in its content-creation infrastructure with the hiring of Christopher Loudon, former editor-in-chief at Marketing magazine.

Loudon will start at the agency on July 1 as director of content, Tony Chapman, CEO, Capital C, tells MiC, and will play a key role in the agency’s efforts to bring content creation in-house.

‘We don’t have divisions at Capital C, but we’re significantly dialling up the side of content creation as a way of engaging people with key influencers on brands,’ Chapman says. ‘Our belief is that more and more consumers will be shaping future perceptions and behaviour based on content and conversations that occur within their social network. They are more interested in the opinion of people they trust and value, the ‘wisdom of crowds’ and being part of the conversation rather than [just seeing] a one-way 30-second advertisement.’

Speed is increasingly the name of the game in today’s fast-paced media world, Chapman says, and bringing content creation in house was seen as a necessity by the agency. In Cap C’s crosshairs right now is ‘a couple of television shows’ and various other media projects, he explains, and bringing in someone to helm the expanded palette of content initiatives made sense.

‘Advertising and social media aren’t mutually exclusive and in fact need to work in harmony,’ says Chapman. ‘In Christopher we have one of the best minds in Canada in not only creating content, but in interviewing experts, and synthesizing concepts. I have known Christopher for almost 20 years, he is a great leader, motivator, and soul. He brings exceptional talent to the agency.’

In addition to his work at Marketing magazine, Loudon was the founding editor and editor in chief of Hello! Canada magazine and VP and editor-in-chief at the Kontent Group, which published FQ and Sir magazines.