Mother, a New York ad agency, is spinning off a new unit to create local online media content. Called Mother Productions, the new entity has lined up NBC Local Media as its first client.
The agency was originally tapped to handle design and communications around the relaunch of NBC Local Web sites a year ago. NBC Local consists of 10 owned-and-operated media properties in New York, Chicago, San Francisco, Washington, Los Angeles and elsewhere. As part of the project, the agency also created "properties and platforms that acted as content as well as traffic drivers," says Mother co-founder and strategist Andrew Deitchman. That work led to the new division.
Mother Productions will have a staff of 12-15, including writers, motion designers, editors and producers, and will also draw from the agency's existing talent pool. It will orchestrate station brand ID and promos, digital ads, and locally-based content and relationships.