GroupM's The Glitch has introduced its content division Flux which aims to empower brands by providing a meeting point between the consumer and the brand.
Flux will have two verticals known as Creator Lab and Content Studio. Creator Lab will work as an incubator for brands while Content Studio will focus on long term requirements of the clients.
Meanwhile, the agency also announced that Saransh Agarwal has been elevated to lead content strategy and business for Flux and will report to Varun Duggirala, content chief, The Glitch.
Duggirala said: “Over the last eight plus years, we have always relied on a core brand insight driven strategy to build brands across platforms and consumers.
"It is this very thought process that has helped us create effective branded content as a core part of a brand’s value chain, and we have used that learning to come up with an effective yet fluid system that works for brands, for consumers, for creators and for platforms. The beauty of a fluid model is that it will always be in Flux because the world of content changes every day.”
The Drum recently spoke with The Glitch co-founders about being on the global playground.