Meet Made: M Booth rolls out content-focused 'agency within an agency'

The group is working with about 80% of the Next Fifteen firm's clients.

NEW YORK: M Booth has launched what it refers to as an "agency within an agency" called Made, focused on content creation.

Made, which has been in the works for several years but officially launched last month, is responsible for between one-quarter and one-third of total agency revenue. The firm saw $25.5 million in revenue last year.

Matt Hantz, M Booth’s SVP of digital, said the firm did not want to formally introduce Made until it was fully established. The group has 15 core staffers, led by Hantz and chief creative officer Adrianna Bevilaqua. VP and director of content Tiago Veiga, previously a senior art director at J. Walter Thompson, is Made’s head of visual content. Its staffers have backgrounds in journalism and at creative agencies, and some have worked for brands in-house.

"Made is an agency within an agency and it has its own logo," said Hantz. "But the lines are so blurry from where Made stops and the rest of M Booth begins, you couldn’t ever pull that apart."

Most of the content Made creates for clients is intended for social media, and its services include copywriting, photography, graphic design, video, and VR capabilities. It can also provide clients with animation in the form of stop-motion graphics, gifs, and long- and short-form animation.

Alexander Basek, VP of copywriting at M Booth, coined the name "Made," which "speaks to the maker culture," said Bevilaqua.

"Brands don’t just want you to think of an idea—they want you to also make it happen," she added. "We can show how we develop an idea, and then how it comes to life on YouTube and Twitter, and how the consumer will ultimately experience it. [Made] has been a great secret weapon for us for pitches."

Several firms have launched content-creation arms in recent years. In 2013, Weber Shandwick debuted Medico, its content creation and distribution unit, aimed at bringing together content marketing and new media for clients. Due to Mediaco and Weber’s broader digital and social capabilities, digital accounts for approximately 40% of Weber’s revenue, CEO Andy Polansky has said.

Last year, FleishmanHillard bolstered its content-marketing services by launching FH ContentWorks, with the goal of bringing together resources from around the world, and Edelman debuted social agency Edelman Digital several years ago.

Made is contributing to work for 80% of M Booth clients. The agency recently completed a VR campaign with The Macallan, tracking the company’s whisky-making process from start to finish. Jägermeister is another client putting together a video project with Made, and the creative process "feels spot on, very collaborative," said Jack Carson, Jägermeister’s director of innovation and event marketing, via email.

"It makes our lives easier because of the economies of scale," he said.

Other clients working with the group include American Express, Google, and Autodesk.

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