Robert Saville was one of the founding partners when the agency was established in December 1996. Mark Waites joined in January 1997 following a five-year stint in the New York McCann-owned shop Amster Yard.
Since then, it has grown its client list to include Coca-Cola (Lilt and Schweppes), Emap Performance, The Observer and COI Communications. Its most recent and impressive win was the £43 million Orange account.
Mother has attracted a huge amount of publicity for its unconventional approach to creative work and the judges felt strongly that Mother had done much over the past six years to rejuvenate the UK advertising scene, as well as enhancing the UK's creative reputation abroad. Mother is still setting the pace with its diverse creative output and it is strong in a wide range of disciplines, from television to ambient media and radio.
Such talent has been magnetic in terms of attracting awards. Saville and Waites have been key in nurturing new talent, for instance the creative teams Kim Gehrig and Caroline Pay, and Luke Williamson and Yan Elliot, who worked on, among others, Super Noodles.
John Hegarty comments: "I think that Saville and Waites have done the best campaign of the year, which is Schweppes. I also think that it is the best piece of advertising they have actually done, in terms of building on a famous brand and reinterpreting it."
Although the group chairman and global creative director at Bartle Bogle Hegarty says that Saville and Waites won his vote at the judging, he also points out: "Some agencies put their creative directors' names on every piece of work that goes out the door. This award works against the agencies which devolve power down to a number of creative directors."
Dave Droga from Saatchi & Saatchi and Peter Souter from Abbott Mead Vickers BBDO both receive honorable mentions. As Alan Parker observes: "Measured strictly by the body of their work, all three - Waites and Saville, Droga and Souter - are close."
Despite Saatchis' creative standing this year, which saw it collect Agency of the Year at Cannes, some judges felt that Droga should not win the award because of the strong presence of niche clients such as Coco de Mer and The Tanning Shop on Saatchis' awards lists.
Souter receives an honorable mention for AMV's work on Guinness, which scored highly at the Campaign Poster Awards, as well as AMV's TV work for Dulux and the "think" road safety campaign.
The judges were also keen to commend Paul Weinberger from Lowe, who was recently promoted to the position of chief creative officer for Europe, and Fallon's Richard Flintham and Andy McLeod who worked on, among others, Umbro and Starbucks.
Shortlist Robert Campbell/Mark Roalfe (RKCR/Y&R), Dave Droga (Saatchi & Saatchi), Richard Flintham/Andy McLeod (Fallon), Andrew Fraser (BMP DDB), David George (McCann-Erickson Manchester), Nick Hastings (D'Arcy), Russell Ramsay (BBH), Peter Souter (AMV), Paul Weinberger (Lowe)
ROBERT SAVILLE AND MARK WAITES - Creative directors and partners, Mother
Super Noodles "face off": Cannes (silver Lion); BTAA (2 golds); Creative
Circle (silver, bronze); D&AD (silver nomination)
Schweppes "Blair": Campaign Press (gold); Creative Circle (bronze); D&AD
Schweppes "Archer": Campaign Press (2 golds, 2 silvers,); Creative
Circle (silver, 4 bronzes); D&AD (silver nom.)
Schweppes "Camilla": Campaign Press (gold); Creative Circle (silver, 2
bronzes); D&AD (silver nom.)
Schweppes "Sven": Campaign Press (gold); Creative Circle (bronze); D&AD
Emap "Saturday night/la nuit de samedi/Saturday girl": Creative Circle
Emap "Jimi Hendrix/Rolling Stones/
Paul Weller": Creative Circle (silver)
Mother reward card: Creative Circle (gold); D&AD (silver nom.)
Mother Bible: Creative Circle (bronze)
Mother wrapping paper: D&AD (silver nom.); One Show (gold)
ITV Digital "ITV active": Creative Circle (bronze)
ITV Digital "disguise": BTAA (bronze); Creative Circle (silver)
Cup-A-Soup "marathon": Cannes (silver Lion); Creative Circle (silver)
Pot Noodle "police (coppers)": Creative Circle (bronze)
Dr Pepper/Coca-Cola "emergency": Creative Circle (gold)
Dr Pepper/Coca-Cola "O' friendly father": Creative Circle (bronze)