Media company Blue Ant has made a hire at the top for its social content studio, Blue Ant Plus.

Tyler Cameron will become Blue Ant Plus’ new partnerships lead. The newly created role tasks Cameron with growing the Blue Ant Plus custom social content creation business with Canadian brand clients.

Cameron was previously head of national partnerships for digital content studio True Calling and served as director of sales for theScore prior to that.

Mitch Dent, SVP of Blue Ant media sales and Blue Ant Plus tells MiC Cameron’s appointment comes as the Blue Ant Plus business, which launched in 2017, grew by 50% within one year. “We really struck a nerve in terms of what the market needs in terms of high-quality and efficient productions for social.” Dent says the needs differ dramatically depending on the type of client. “We could have one round of production for someone that could be 500 unique pieces of content, then we could shoot a commercial and that’s someone’s Facebook content for a year.”

Dent says the company wants to accelerate that growth and has invested in a new studio and equipment, and points to Cameron’s experience in both the media and production space as a good fit to lead the brand content partnership charge.