St. Joseph Communications has launched a new content marketing agency called Tag3, which will be led by former CEO of Redwood Custom Communications, Eric Schneider.

Schneider tells MiC that St. Joseph isn’t launching the agency to necessarily leverage the company’s media assets, which include Toronto Life, Fashion Magazine, Canadian Family and Torontoist. Rather, the focus will be on generating owned media for brands and even the purchase of space with St. Joseph’s competitors when a campaign calls for it. A release says Tag3 will leverage St. Joseph’s “capabilities in promotional marketing, content origination, metadata management, hosting and workflow solutions.”

Schneider says Tag3 will be equal part strategy, creative and technology. The agency will bridge the divide between the two sides of content marketing: extending brands as media properties and providing product information and metadata, he adds.

“Most consumers aren’t thinking, ‘Where am I going to get the cream cheese,’ but rather, ‘What am I going to do for dinner tonight?’ Being able to solve that problem is increasingly a greater opportunity for brands,” he says.