Multi Channel Network (MCN) has today announced the launch of Multiply, its new creative and strategic unit.

The new division is an umbrella brand for MCN’s activations, integration and production teams, which it says has been created in "response to market demand for greater data led, multi-screen solutions".

The unit will use insights from Multiview to develop highly creative solutions that are executed across multiple screens, while a new leadership team and department within the brand also announced.

MCN CEO, Anthony Fitzgerald, said Multiply has been created in response to the market’s increasing demand for ideas and multi-screen solutions based upon data driven insights.

 “Client integration has been at the core of MCN’s market offering, since our inception, but in a world where the consumer is in control; a deeper, richer, level of understanding is now required,” he said.

“Over the last 12 months, MCN has reorganised its staff, campaign strategies and integrated solutions to ensure the consumer is placed at the heart of everything we do.”

 Multiply Integration, which will be led by Elizabeth Minogue, will focus on integrating advertisers into Foxtel and Telstra Media’s most premium content, channels, websites and platforms. Multiply productions will deliver inspired creative executions for clients requiring advertising and branded content solutions and be headed up by Paul MacGregor.

Paul Sutcliffe has been appointed as director of multiply activations, a new unit specialising in events, activations, sampling and audio-enabled digital screens at point-of-purchase locations.