Multi Channel Network (MCN) has announced an expansion of its MCN Multiply division to more than 60 staff, including the creation of a dedicated Multiply Integration team, as the business prepares to take on representation of Ten Network’s advertising assets from 1 September.

MCN Multiply is the umbrella brand for the company’s activations, integration and production teams. The Multiply Integration unit, which focuses on integrating advertisers into the network’s premium content, will incorporate seven staff from the Ten Commercial Integration team (previously named Ten Generate).

A new team dedicated to Ten assets has been created within the Multiply Integration unit and will report to the national director of partnerships and content, Elizabeth Minogue. The team will be led by Lucinda Milton, who has been promoted to the new role of head of multiply Ten.

For the past three years Milton has worked across MCN’s channel groups, driving integrated premium revenue for their local productions. Alex O’Shaughnessy will join from Network Ten as head of multiply Ten Melbourne.

To lead MCN’s Digital Integration unit, which includes tenplay, MCN have promoted Tori Benzie to head of multiply integration digital. Benzie has been with MCN for four years and is an expert in driving innovative digital and social brand partnerships and award winning multi-screen solutions.

Minogue said the new staff structure will drive strategy and creativity for the new MCN/Ten media sales offering and help achieve MCN’s mission of delivering powerful cross-network solutions through one client brief.

“Ten will bring a wonderful new dimension to our offering and increased integration opportunities for brands,” she said. “For the first time we can deliver integrated assets across Free-to-Air, Subscription Television and digital video with a single, unified approach, providing one access point to the world’s greatest content.

“We have an amazing team of passionate integration experts who understand not just audiences and content, but the importance of clear insight to create a campaign that delivers an emotional connection. Our campaigns will be delivered across all platforms ensuring we engage with consumers across all traditional, new and emerging devices.”

The new staff structure will take effect on 1 September.

The sales representation agreement between MCN and Ten Network combines MCN’s existing 68 subscription television (Foxtel) channels with Ten Network’s 15 free-to-air metro television channels. Ten Network includes free-to-air television channels TEN, ELEVEN and ONE in Australia’s five metropolitan markets of Sydney, Melbourne, Brisbane, Adelaide and Perth. Ten’s online catch-up and streaming service tenplay will complement MCN’s existing network of Telstra, Foxtel, Fox Sports and partner digital sites.