MDC Partners' Kirshenbaum Bond Senecal and Partners has hired Ad Age's Matt Creamer as executive editor and associate creative director as it revamps its existing content offering.

The two-year-old practice, dubbed Content Labs, is introducing an in-house newsroom with a video studio and more dedicated talent, including Mr. Creamer. The goal, according to the agency, is to "develop content with the efficiency of a newsroom and at the speed of social media."

Prior to joining the firm, Mr. Creamer was editor at large at Advertising Age. He has also written for New York Daily News, New York Observer, The Awl and Atlantic Wire. The move reunites Mr. Creamer with former Ad Age Editor Jonah Bloom, who joined the firm in 2010 and now serves as KBS+ Chief Strategy Officer.

Mr. Creamer will work closely with Mr. Bloom and KBS+ Chief Business Development Tom Buontempo -- cofounders of the Content Labs practice. As associate creative director, he'll report to Jon Goldberg, an executive creative director in the firm's creative department.

"We're committing dedicated physical space and resources to creating quality content and experiences to meet the increasing content demands of our clients," said Lori Senecal, chairman-CEO at the firm.

"We'll be able to create content more quickly because of our dedicated resources, and we have an ambition also to create more kinds of content," she added. "That's why we brought on Matt. We need meaningful editorial expertise. It's not just about [bringing on] someone with experience as a journalist and an editor but also the fact that he's an entrepreneur. He seems like a natural to lead this practice."

Content Labs' newsroom will aim to produce a range of short- and long-form content, including copy, visuals and video content channels.

About half of the firm's clients have tapped Content Labs, said Ms. Senecal. Among those are BMW, American Express, Intel and HomeGoods.