Ahead of next week’s upfronts, A+E Networks has announced the launch of 45th & Dean, an in-house agency to develop branded content for advertisers and has named Paul Greenberg, EVP and General Manager, FYI Network, to oversee the effort.

Reporting to Sean Cohan, President, International and Digital Media, A+E Networks, Greenberg will oversee the group responsible for short and mid-form storytelling, the social media group, and a new Brooklyn-based facility which opens in the fall.

Joining Greenberg’s team is Shannon King as SVP, Content Partnerships & Social Media. She will oversee digital content partner relationships, as well as social media teams across A+E Networks. Todd Pellegrino also joins team as SVP, Video Content after previously serving as Partner at New Wave Entertainment’s New York division. Pellegrino will oversee all short form video content output at 45th & Dean.

45th & Dean will be a full-service agency supporting brands, shows, advertising and distribution partners, according to A+E. The Brooklyn studio will also be used for experiential marketing initiatives and customized client events.