DURHAM – Cheil North America, the corporate parent of Durham-based marketing agency McKinney, is expanding its CYLNDR content marketing arm, including a new office in Durham and another in New Jersey.

Known as CYLNDR Content Agency, the group “will provide creative branded content creation and curation, content strategy, social media content, and content technology consultation and implementation,” according to Cheil. CYLNDR Productions launched in 2014 with operations in Canada.

The new team will co-locate with McKinney’s team at the American Tobacco Historic District, Janet Northen, partner and director for agency communications at McKinney, told WRAL TechWire.

And the new group is hiring.

“Mostly new hires but certainly would consider talent from within the organization,” Northern said.

“We will hire in the areas of creative brand content creation and curation, content strategy, social media content, and content technology consultation and implementation.”

Asked why its corporate parent decided to create the new group, Northern explained: “The business model is designed as a dedicated service for clients looking for a best in class partner who can deliver high quality content at speed and scale.”

Crag Waller, left, and Heather Keets Wright. (Cheil photo)

CYLNDR Content Agency will be led by industry veteran Craig Waller, who built award-winning Pace Communications in Greensboro. Assisting him will be Chief Creative Officer Heather Keets Wright,  who has worked at Time Inc., Martha Stewart Living Omnimedia, and Scripps Networks Interactive.

The two were “recruited by Chiel North America” and “neither has ever worked at McKinney,” Northern added.

Aaron Lau, the CEO of Cheil North America, said the new group meets a growing need among clients.

“In this social age, brands need a distinctive and consistent voice and a constant flow of ideas and content assets,” Lau Said in a statement. “We see CYLNDR Productions and CYLNDR Content Agency as important additions to our global marketing services capabilities for Fortune 500 companies and beyond.”

Cheil, which is based in South Korea, acquired McKinney in 2012.