Toronto agency GMR Marketing has brought in Christopher Grimston as its new VP strategy partnership to help helm the agency and tap into the branded content space.

Grimston has worked at both the agency level as VP creative and partner at Toronto-based The Hive for five years, before moving into the post-production world at Section 8 (a parent company to editing suites such as Panic & Bob, Crush and Sons & Daughters) as its VP of marketing and development in 2009. In 2011, he co-founded Alibi Entertainment, which develops and produces documentary, lifestyle, drama and branded-content programming for the likes of the Discovery Channel, Slice and Food Canada.

“Christopher’s experience across branded content development, creative services and brand strategy makes his a significant asset to our leadership team,” Matt Lewis, managing director of GMR, said in a release.

In his role, Grimston will help the agency and its clients tap into the music, entertainment, sports and lifestyle markets.

GMR Marketing, headquartered in Milwaukee and owned by Omnicom, is an events marketing agency that creates online and offline branded experiences. Some of its global clients include P&G, Pepsico and the NFL.