Awesomeness has announced today the formation of a branded content agency called Wildness.

Back in 2015, Awesomeness launched Wildness as a youth marketing research firm aimed to help marketers understand the predilections and consumer habits of Generation Z — or those aged 12 to 24. However, the division has now been spun into a full-service creative agency that will provide research, strategy, creative, and talent to brand partners seeking to reach the coveted demographic.

Wildness will be headed up by brand new hires Jamie Moore and Jared Seltzer — both formerly of the branded content studio Play Productions, which has previously worked with digital creators like Meghan Rienks and Shay Mitchell. Moore, who founded Play Productions in 2014, previously served as VP of production for Defy Media. Seltzer previously served as Play’s VP of creative affairs. They will be based in Awesomeness’ Los Angeles headquarters beginning later this month.

“Jamie and Jared possess the diverse experience, tenacity, and proven track record of success that make them the ideal leaders to build a best in class creative agency here within Awesomeness,” said CEO Jordan Levin in a statement. “The transformation of Wildness into a full service agency is an important addition to the Awesomeness brand.”

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