Creative agency Mother has appointed Prachi Virani as its first-ever head of content, as it looks to embark on a concerted to drive to expand and develop its content strategy.

Joining from London-based creative shop Gravity Road, Virani will now be tasked with overseeing an expanded content team that has been built to support both new and existing clients.

Reporting into partner Chris Gallery, Virani will also be responsible for devising “engaging and effective content campaigns” throughout the agency’s client roster.

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“We are always committed to finding the best creative answers for our clients’ problems, whatever shape those ideas take. We are really happy to welcome Prachi, who will help us make those content-shaped answers even more impactful,” Gallery said.

Virani has spent the last seven years at Gravity Road, joining as an account director in 2017 before working her way up to head of client growth. She also spent several years at AMV BBDO earlier in her career.

Virani added: “Bringing the full force of Mother’s creative heritage to content is going to be a fun journey. We’re already doing interesting work, so my focus is to build a team that makes Mother the envy of our competitors and on the wishlist of brands.”