Mother Productions

Mother, New York is entering into the vendor side of the equation with the launch of in-house production company, Mother Productions.

Less an agency experiment and more the product of a real business need, Mother Productions was created to handle client work with smaller budgets, instead of bringing under-funded projects to outside production partners.

"We've simply adapted our offerings to match the creative needs of our clients, which gives us added reassurance that this new entity will be around for a while," says Mother producer Mike Aaron. "We certainly intend to offer our services at an industry-standard level... but Mother's style of production will prove to be as unique as our style of creative. We just see things a bit differently."

Mother Productions will have a full-time production, post and interactive staff that will work side by side with the agency's creatives. The collaboration, according to Aaron, will allow creatives greater opportunity to work on assignments that are both ad and non-ad related.

For now, Mother staff will take on directing duties - creative director Linus Karlsson has already assumed this role for clients like 10 Cane Rum and Coke's Full Throttle brand - but there are future plans to have a roster of directing talent available to clients.

For its founding client, NBC Local Media, Mother Productions created a new brand strategy and visual identity for NBCLM's 10 owned and operated stations. While the focus for the NBCLM work, which debuted in early September, is local, Mother will concentrate on national campaigns once its 12- to 15-person team is fully assembled.

"Although Mother Productions' founding client is a local media piece of business, we are producing multiple campaigns that have a national reach as well," explains Aaron. "As we move forward, the production group will have access to projects involving all of Mother's clients and requiring all disciplines of production."

www.mothernewyork.com