GroupM, WPP’s media investment group, has launched GroupM Motion Entertainment in Canada.

GroupM Motion Entertainment develops, produces, funds and distributes TV, film and digital content, working with partners and advertisers to create premium entertainment and bespoke brand opportunities. It will work alongside GroupM agencies Mindshare, Wavemaker and EssenceMediacom to provide Canada-based clients with original programming and branded entertainment via creative and talent partnerships.

The division will be led by industry veteran Daniel Mekinda, who brings more than 20 years experience in entertainment, music and media to the post. Most recently, he was head of global partnerships and sales for Dentsu International, where he helped launch content division The Story Lab in Canada. Mekinda reports to Kevin Johnson, CEO of GroupM Canada, and Richard Foster, global CEO of GroupM Motion Entertainment.

GroupM launched its entertainment division in 2009, with Motion Content Group starting in 2017. Earlier this year, the company announced that it would be rebranding the group to GroupM Motion Entertainment; bringing the new approach to the Canadian market, Johnson says, presents major opportunities for clients and partners.

“This integrated structure synthesizes content creation and distribution on media plans, giving our clients seamless access to ‘One-Voice’ content solutions across channels and swift agility to create endless first-to-market entertainment opportunities,” he says.

Earlier this month, Motion, in partnership with Bell Media Studios and Unicorn Island Productions, debuted TV series Battle of the Generations, hosted by Lilly Singh.