Wanted: mothers.

N.Y.-based Southard Communications has opened a West Coast office in Santa Monica. But unlike most Easterners who come to L.A. looking to win a few glamorous movie studio clients, Southard has a different focus: reaching mothers and families.

The PR agency hopes to add L.A.-based toy, technology and consumer product companies to its client list, which already includes Babies 'R' Us, Knowledge Learning Corp., Hooked on Phonics and the Ohio Art Co.

"Part of the growth plan for the agency is to offer our grasp of marketing to families to more companies on a national basis," said Chief Executive Bill Southard.