Labelled the 'concept development' team, it launched this week at the London business of FleishmanHillard, and will be led by FHF executive creative director Kev O'Sullivan and overseen by MD Brandy Fleming.
O'Sullivan said: "We have a number of long-standing clients that require multi-channel content over long period of time. Flash-in-the-pan PR has no real value to them."
The team will build campaigns that mature to take audiences on "ever-engaging, longer-term journeys of change", FHF said in a statement.
O'Sullivan said clients wanted "ideas that have endurance built into them" and that would build a business in the long term. He said the agency was "moving away from relying on fleeting trends" and tactics such as jumping on the back of news stories.
The new team includes Adam Gaworski, who was promoted to senior creative in March; former Blue Rubicon associate director Depali O'Connell, who is director, insights & strategy; and Christopher Onderstall, who has been named director of content strategy.
Concept development's services will be available to all FHF London staff members as and when their clients require it, the statement added.
FHF's current roster of clients includes Philips, FitBit, AT&T, and humanitarian organisation The World Food Programme. O'Sullivan said a number of these would be the early beneficiaries of the new unit.
He added that the agency would continue to produce work with a more short-term focus for specific projects, "particularly in the consumer PR sector where fast-paced creative is usually needed".