The new venture, Spider, is staffed by consultants with specific experience in social media. It will target big brands as well as developing online strategies for Mantra’s current clients, which include the Financial Times, The Economist, Emap and ITV.
The agency will offer a range of services including bespoke blogging campaigns, virtual world presence and podcast recording.
Spider will be headed up by Mantra MD Debbie Wosskow. She said: ‘Over the past year, we have increasingly been given cross-discipline briefs and campaigns in the gaming, media and technology sector which have all required a focus on less traditional PR methods.’
Spider is to raise awareness of The Economist’s special report on climate change through an online seeding and blogging campaign.
The agency has already completed a website for the European Gaming and Betting Association.