The unit will be set up in response to broadcasters which offer services directly to clients to create commercials and programming.
Universal McCann has hired Kokoy Boncan (pictured) from Philippine broadcaster GMA to run the unit as managing director. Universal McCann Philippines MD Venus Navalta said: "In the past, content has originated exclusively from our media partners, which has given our clients only some degree of customisation."
She added: "Now, we're ushering in a wider spectrum of possibilities, whether initiated by client, media partner or by us. We will speed up the content development process, cutting down the response time between brand and media partner."
UM Entertainment is scheduled to open officially in the last quarter of this year, but is already working on brand content projects. Navalta said she expected the unit to contribute to at least 10 per cent of total revenues within its first year.
Key UM clients Globe Telecom, Johnson & Johnson, Coca-Cola and Jollibee will use the service.
