LOS ANGELES—Fleishman-Hillard is partnering with Omnicom-owned sister agency GMR Marketing—a specialist in engagement marketing—have launched Freshwire, a new content strategy, creation and syndication service designed to help brands and businesses engage consumers and inspire advocacy.

“Feeding consumers’ insatiable appetite for content, and marketers’ need to put compelling content at the center of brand strategy, has become an increasingly daunting task,” says Freshwire CEO Shawn Amos. “When brands decide to befriend their consumers, there are a million intricate decisions that have to be made day in and day out. Starting and sustaining conversations is better left to a custom-built team of real storytellers than to technology.”

Freshwire extends the work of Amos Content Group, founded by Amos in 2009. The expanded service will enable companies to manage, sustain and scale content across multiple channels for one or more brands, as well as expand and deepen their online content offerings.

The firm will be staffed by a team of editors, writers, researchers, videographers, photographers and social media content specialists, who will help clients maintain customized “content engines,” virtual newsrooms that can deliver high-value content with editorial integrity on a continuous basis.