EDITORIAL: Mother's win may bring growing pains

Growing up is hard to do for creative hotshops. Take HHCL &

Partners and St Luke's; their success means they find it hard to balance

their founding principles with their scale, resulting in a painful

adjustment period.

Now Mother joins them. Launching its newly won client Egg in Europe

requires the agency to make decisions it has so far shunned. The

five-year-old shop will have to consider tying up with a network. Other

options include setting up in Europe or the unthinkable - losing its

independence. Whatever it decides, keeping up its high standards will

require monumental determination.


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