Toronto-based Temple Street Productions (Canada’s Next Top Model, the upcoming Cover Me Canada) is entering a strategic alliance with Canadian marketing communications agency Capital C and multinational advertising holding company MDC Partners, geared towards developing, creating and producing brand-supported original programming.

According to the parties involved, the partnership aims to create scalable multi-platform content opportunities that will “redefine the viewer/consumer relationship through deep and meaningful engagement.”

“Viewers respond to great content,” said John Young, managing director of Temple Street Productions. “By combining our expertise in content creation and the art and craft of storytelling, Capital C’s brand building, and MDC’s international reach we can offer a new form of entertainment with an additional level of engagement for the viewer.”

Tony Chapman, founder and CEO of Capital C, said the arrangement “introduces a new business model that brings together advertisers, agencies, content creators and broadcasters, organically integrating brands from a concept’s inception in order to shorten the distance between viewer and consumer. Using a combination of mass media, analytics and social media we will drive tangible results for the world’s largest brands.”

“We are excited to bring our vast international network of clients and agencies, and build upon the extraordinary momentum that Temple Street and Capital C have established. This is a great opportunity for our clients to benefit from the changing media landscape,” added Miles Nadal, chairman and CEO, MDC Partners.