Mother Nature Network, a site that provides environmental news and information, has launched a subsidiary – Mother Nature & Partners – that provides advertising, public relations, and digital marketing services focused on environmental concerns and corporate responsibility.
Tarik Sedky, former chief digital officer at Young & Rubicam Advertising, is president of the new firm. It has eight employees and launched on June 10. It is based in Brooklyn, N.Y.
In a prepared statement, Joel Babbit, CEO of Mother Nature Network, said, “There are a large number of companies making a positive difference in the communities they serve, including employees who are contributing in significant ways. However, there is a great deal of confusion about the best way to communicate these accomplishments. We believe there is a significant demand for an agency that offers this specialized expertise.”
Sedky formerly worked in Burson-Marsteller’s environmental practice. He also headed key global advertising accounts at Young & Rubicam and Accenture’s Internet marketing group and was manager of BBDO’s North American digital agency.
“I’ve worked in PR, advertising and digital, and this is a fantastic opportunity to bring everything together for clients who want to make a difference and need more help than they’re getting from existing resources,” Sedky said in an e-mail.
Sedky also said the connection to Mother Nature Network gives Mother Nature & Partners an advantage when it comes to dealing with media, nonprofits, NGOs, government, and community leadership. Mother Nature Network had over 5 million visitors and 28 million page views in Q1 2010. Its sponsors include Dell, AT&T, GE, The Coca-Cola Company, Georgia-Pacific, Pfizer, and Clorox.
Mother Nature & Partners’ first client is the foundation of a Fortune 100 company. Sedky declined to provide additional details.
“We’re looking to help companies in any industry,” Sedky wrote. “A company’s behavior impacts its sales and brand strength no matter what sector it’s in, and we want to help everywhere we can.”
Young & Rubicam did not respond to a request for comment.
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