GroupM’s production, finance and distribution division GroupM Motion Entertainment is expanding into Canada.

The Canadian operation will be led by industry veteran Daniel Mekinda (pictured), who reports to Kevin Johnson, CEO, GroupM Canada, and Richard Foster, global CEO, GroupM Motion Entertainment, according to a press release.

Mekinda brings more than 20 years of experience in entertainment, music and media to the post, and most recently headed global partnerships and sales for Dentsu International, where he helped launch content division The Story Lab in Canada, added the release.

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.

GroupM, WPP’s media investment group, 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. Johnson said bringing the new approach to the Canadian market 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,” added Johnson.

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

This story originally appeared in Media in Canada

Photo courtesy of GroupM