NEW YORK—Weber Shandwick has launched GoLive, a creative service offering that incorporates live storytelling, broadcast quality-production and social distribution to get client content in front of the right audiences at the right time. GoLive is incorporated into Mediaco, a recently launched practice that provides a comprehensive approach to brand publishing.

The firm says the addition of GoLive provides a new way for brands to create compelling content to extend news distribution, corporate communications and brand campaigns through live, original storytelling. GoLive includes production of digital broadcast segments, news conferences, investor meetings and global employee events.

The practice is led by Ian Cohen, an Emmy award-winning producer, formerly of the Rachael Ray and Martha Stewart TV shows, and George F. Snell III, a former journalist and senior lead in the firm’s Digital practice.

Weber Shandwick has staged GoLive video events for clients including Verizon Wireless, Ocean Spray, RadioShack, Concur and Life is good.