Mother New York Births New Model for 'Mass Roots' Marketing

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Mother, New York, the creative shop that has added fast-food entrepreneur, music-festival organizer and product designer/consultant to the job description of ad agency, is spinning off a new unit that aims to reshape the local-media space.

The founding client for Mother Productions is NBC Local Media, an organization of 10 owned-and-operated media properties in major markets including New York, Chicago, San Francisco, Washington and Los Angeles. The division adds a structural layer to Mother's broadening creative efforts, and the partnership with NBC will see the agency playing at the intersection of advertising, marketing and programming, potentially creating new kinds of content in the burgeoning local arena.

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