Mother has given birth to a new independent creative agency, Other, to better reflect new circumstances for businesses and consumers. Located in the Mother family home on Redchurch Street, Hackney, the fledgling agency will report to global chief executive officer Michael Wall and Mother founder Robert Saville.
What is Other?
Mother describes Other as a ‘reflection of these unique times; built around the core values of celebrating curiosity, feeding restless minds and cultivating strong opinions’.
The new agency comes straight out of the gate with a strong roster of clients including direct to consumer florists Bloom & Wild; Grundig home appliances; and Jaguar Land Rover’s car rental service, The Out.
A handpicked team has been assembled to realise these goals including business leader Paulo Salomao (formerly of W&K), strategy leader Sarah Oberman (arriving from Grey London), creative leader Kyle Harman-Turner (previously of Mother) and lead maker Metz Bryan-Fasano (who hails from VMLY&R).
Saville said: “Other has a great team with shared values who all bring their unique way of doing things. Because right now brands, businesses and organisations need great independent creative minds applied to the challenges that face us. There will always be Mother and now there is Other.”
Why does it matter?
The move coincides with a period of heightened uncertainty for agencies and their clients, indicating that Saville senses an opportunity to provide new solutions for clients amid the chaos.
Salomao added: “The focus of this new entity shouldn’t be on us as individuals, but instead be about the other direction we’re facing together. There’s never been a more important time for independent creative agencies to be helping brands. We can do that by seeing this new world with bright, innocent energy and be ready to express strong opinions about a brand’s role within it.”
Mother London has established an empire stretching from Shanghai to LA on the back of successive client wins, most recently Samsung Electronics where it has been entrusted with delivering a new creative platform ‘Inspired by a true photo’, illustrating how shared experiences can bring people together.