School Reports 2012: Mother London
Mother was a runner-up in Campaign's Agency of the Year in 2011. It boasted enviable successes and there was, as has become usual, a lot of great work, awards and account wins. But 2011 didn't always go Mother's way.
|Agency factfile: Mother London|
|Type of agency||Creative|
|Key personnel||Stef Calcraft partner|
|Robert Saville partner|
|Mark Waites partner|
|Stephen Butler partner|
|Dylan Williams partner|
|Nielsen billings 2011||£161m|
|Nielsen billings 2010||£161m|
|Total accounts at year end||43|
|Accounts won||9 (biggest: HTC)|
|Accounts lost||4 (biggest: Diet Coke)|
|Number of staff||204 (+28%)|
Although its conversion rate wasn't up to previous years, the agency still saw some big wins such as Moneysupermarket.com and HTC.
New campaigns were abundant. Work for Stella Artois gained in confidence and beautiful spots such as "apartomatic" and the Cidre work were key to the brand nabbing Campaign's Advertiser of the Year in 2011. Mother also created a TV show for New Look as well as strong Pot Noodle and PG tips ads.
Nonetheless, there were some losses. The industry's most unlikely pairing, Butlin's and Mother, ended not long after it began. The agency also parted ways with its Travelodge and Diet Coke accounts.
The creative directors Ben Middleton, Ed Warren and Stuart Outhwaite left to join Creature London at the start of the year. But Mother shored up its creative department under Stephen Butler - who carries on the creative mantle from Robert Saville and Mark Waites - by hiring David Day and Larry Seftel from WCRS, and Oli Beale and Alex Holder from Wieden & Kennedy.
The agency also revamped its strategic line-up with the promotion of Loz Horner and Matt Hardisty from strategy directors to joint heads of strategy, while Dylan Williams, a partner, saw his role expand to take on responsibility for global strategy and across Mother's group of companies. And one of the agency's many highlights included bagging the joint Strategy Agency of the Year at the APG Creative Strategy Awards.
While Mother put in a year most agencies would be proud of, it will be aiming to raise its creative game even higher in 2012.
Score last year: 9
How Mother London rates itself: 8
"2011 was a year of creative firsts and one of Mother's strongest. First TV show (Style The Nation), first book (Operation Alphabet), first standalone design client (COI Investment & Tourism). A year for awards - APG Strategy Agency of the Year and British Arrows Most Successful Agency. And a stellar year for business - a 50 per cent pitch conversion rate including HTC, Moneysupermarket.com, Beck's and COI. Mother entered 2012 with improved billings, gross profit and 44 more people."
This article was first published on campaignlive.co.uk
- Sales Manager - OOH/Major Event Sponsorship Ultimate Asset £30000 - £40000 per annum + Uncapped Commission, London
- Junior Art Director air recruitment Up to £28k - dependent on experience + benefits, London (Central), London (Greater)
- EXHIBITION DESIGNER - EXHIBITION DESIGN AND MANAGEMENT AGENCY Live Recruitment Negotiable, West Midlands
- Account Manager- Advertising Spectrum 360 Recruitment £27k - £30k, London (Central), London (Greater)
- Account Manager - Advertising Spectrum 360 Recruitment £28k - £35k, London (Central), London (Greater)
- The man who made Grey matter
- 'You're thirsty. We've got sales targets', says Oasis in summer campaign launch
- Yorkshire Tea launches £5 million campaign
- Eric Cantona to swim Channel if Brits agree Kronenbourg 1664 is best beer
- Heineken selects Publicis Worldwide to be lead global creative agency
- Beacons installed on 500 London buses by Exterion Media