Between the Lines: Good casting at Mother

Jonathan Mildenhall's decision to join Mother is the right choice for both parties (page 2).

Mildenhall has an adventurous spirit and lacks conventionality, which fits with Mother's cultural make-up. However, his experience as the managing director of TBWA\London and subsequently at Harvard has given him the kind of business nous that Mother sometimes lacks.

Mother's creative brilliance can come at the cost of order. Mildenhall has the potential to supply the latter without stifling creativity.

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