Jason WellcomeWeber Shandwick is the latest firm to create a division focused on content creation and distribution to tap into the "branded" media frenzy.

The Interpublic unit today said Jason Wellcome, an EVP and Edelman and MWW alum, will serve as GM of Mediaco, which focuses on editorial planning, production, paid media and technology like SEO and production supporting content.

Wellcome acknowledged content is the "hot topic" in media and marketing of late, but said there is less understanding of how complex it can be, especially regarding scale and a sustained approach. He will work with digital chief Chris Perry to guide the new practice.

Mediaco will also lean on partners like social engagement specialist Adaptly and content recommendation engine Outbrain.