Tom Dunlap (left) and Gui Borchert

Content development and production company Hecho en 72, one of the many firms held by MDC Partners, has been renamed Hecho Studios as part of a strategy for growth in Los Angeles and New York.

Formerly run through sister agency 72andSunny out of its offices in Amsterdam, Los Angeles and New York, Hecho Studios will be led by Managing Director Tom Dunlap and ECD Gui Borchert. Dunlap and Borchert were formerly chief production officer and group creative director, respectively, at 72andSunny.

“In a time where marketing takes any form, how brands make content is just as important as what they make,” Dunlap said in a prepared statement. “We have built and are growing Hecho Studios to help brands amplify creative opportunities and modernize production and content creation to maximize quality, efficiency and impact.”

The move comes on the heels of reported staff cuts [via Adweek] at 72andSunny’s L.A. office as part of a restructuring following the departure of Infiniti from the agency’s client roster.

Hecho Studios: