Previously, Global CEO of Lowe and Partners, Michael spent six years returning the network to growth and overseeing the development of international clients, culminating in the successful merger of Mullen Lowe.
Katie is Partner and Head of Strategy at Mother. In her eleven years at the agency, Katie has been behind some of our most celebrated and effective campaigns; developing the enduring Wonderful Everyday platform for IKEA; creating a national discussion around palm oil with Greenpeace and Iceland; and radically reframing Baileys as a grown-up treat to reverse nearly a decade of decline.
Alongside Katie, Ana and Hermeti, Chris is now responsible for the day-to-day running of Mother London, its future direction and strategically leading key client relationships. Rollo has been at Mother for the last 8 years, with ultimate responsibility for the financial and commercial management of the Mother Family of offices.
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Come on in. Everybody who is passionate about great work is always welcome at our table. Our family is constantly growing. We put down roots where we find great creative talent. Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information. Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies.
It is mandatory to procure user consent prior to running these cookies on your website. The company is run on a consensual basis - "one man, one vote" - on all issues. They haven't gone to a shareholder vote in ten years. In other words, varying partnerships depending on the issue s at stake.
What's true is that like most good, enduring partnerships, it comprises wildly different characters with distinct roles - all apart from Saville, who admits he "meddles in everything". He and Calcraft, more bullish than the others, need reining in on occasion, but espouse the values of the agency to the outside world with genuine passion. Medd, the former Coke client, keeps close contacts with the marketing community and focuses on the internal culture.
Waites, better known than Saville outside of the UK, travels the globe on behalf of Mother. Clark - known as "Mr Money" - is far from the pushy or confrontational finance guy. Based on the rules set by large American agencies, Mother would have grown internationally on the back of clients whose budgets were big enough to justify opening a branch office. Instead, and here goes another sacred cow, its strategy has been to "create a ripple" in a market where like-minded staff could be found to grow a business domestically.
Over a decade, the agency's clients have powered Mother to consistent and substantial growth. Its operating margin of Expansion outside the core agency by discipline and internationally has been the key factor to Mother's growth, which it has never borrowed cash to fund. It took a 25 per cent stake in the media strategist Naked, then 59 per cent of the new-media specialist Poke, a stake in the design agency Saturday, and 7 per cent of the TV production company Monkey.
The partners' individual stakes in these companies vary according to which one of them brings the deal to the table. According to Calcraft: "The point is creating a number of 'best-in-class' businesses around us.
We share a minority of business, but they are all destinations in their own right. He says the agency is highly saleable - if ever the partners wanted to do so. He said: "Their unconventional style belies sound business sense underneath.
This indicates that Mother has a prudent and persuasive hand at the financial helm. Saville and his partners insist that independence is key. All feel that Mother's destiny is to be the best agency in the world in the wild, the worst in captivity. Ritual denials dutifully recorded, we proceed to discuss other routes forward for Mother, ones that might preserve the culture, allow the founders to venture further, take out some cash and retain independence. To do this, we must bring up the issue of who owns what, a subject that provokes Saville.
Calcraft has 25 per cent, Waites 15 per cent, Medd 10 per cent and Clark 5 per cent. Meanwhile, Mother Advertising, comprising the London agency, is 90 per cent owned by Mother Holdings. In , 10 per cent of the agency was given to the staff in share options, these based on performance and tenure.
Four local partners and staff own 49 per cent of New York, with Mother Holdings owning the rest. Three partners and staff own 40 per cent in Buenos Aires. With the staff holding only 10 per cent of the London agency, extending that stake seems to offer a chance to let some young blood through.
The founding partners show no desire or intention to leave, but may wish to move on from their current roles. So much, so different. And yet, on occasion, Mother has proved itself subject to the same old advertising laws, beginning with: If you grow too fast, your quality suffers. Subscribe Now Subscribe Student Gift. Sign In Register. Follow Us. Browse Projects Click on an image to view more from each project.
Waites argues that in scrapping the role of the account executive, arguably an archaic middleman, the agency gains in efficiency and greater productivity. Mother's output backs him up. Last year, the agency that also works for alcoholic drinks distributor Diageo, media company E-Map and the Observer newspaper, produced some TV spots and press and poster ads. That frantic pace dates back to Mother's inception in December , when its founders were given the deadline task of launching the U.
The company's fifth partner is finance director, Matt Clark. With no offices, the team found temporary space in a printer's storeroom, where they had just two weeks to develop and produce the first round of Channel 5's radio, posters and print work. Six weeks later came the big launch push as Channel 5 went on air. Mother produced some press ads and 50 individual campaign posters, as well as on-air content. The agency is in the process of moving from its Clerkenwell building to new quarters in London's artsy Shoreditch area.
Scattered around the main floor are furniture castoffs and chrome lamps from the '70s. Ad-hoc meeting areas are composed of kitchen tables with plastic-backed chairs. Most ad agency entrances trumpet the name of the place and show off work. Not at this office, where like all mothers, it's about food: Visitors are greeted by a worn leather couch and old coffee table offering a platter of strawberries, lychees, pineapple, raspberries and pears. The surrounding neighborhood has grown popular among ad agencies, photographers and designers and has become home to a growing number of cool bars and restaurants.
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