Julian Carter, director of sales for GMG, said the new department would encourage advertisers to look beyond spot advertising to address an increasingly sophisticated audience.
"Clients want to work more closely with content and to provide proper multi-platform solutions," he said. "We need to be able to lever and integrate our station brands more effectively with advertisers."
The department of eight is being fronted by Jo Beedham, the former group head of Chrysalis Radio Interactive, whose new position is head of non-traditional revenues at GMG Radio.
Beedham plans to embark on an agency tour in coming weeks.
The new department has an in-house creative team, which will develop bespoke solutions for advertisers, covering areas such as mobile marketing, micro site development and gaming.
It will develop opportunities for clients wanting to reach consumers of its Real Radio portfolio in Scotland, Wales and Yorkshire, the relaunched Smooth FM in London and the North West and Jazzfm.com, with services such as mobile phone texting and dating services.
Beedham said her department has been created to make sure that advertisers understand the scope of the GMG Radio offering.
"Radio is a great medium," she said. "But extra elements were always lacking. Once clients start using these strands of radio, it builds up a good relationship between station and advertiser."
She added: "We offer spot advertising, but we also have a creative, solutions-led approach. As on-air migrates to online and SMS, this needs to become a natural offering."
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