Mother lures Agulla & Baccetti creative team to London

Mother has expanded its creative department with the Argentinian

team Sebastian Wilhelm and Juan Cabral.

The team joins from the acclaimed Latin American agency Agulla &

Baccetti, part of the Lowe Group. Wilhelm worked alongside Ramiro Agulla

and Carlos Baccetti as a copywriter before he joined them when they

founded Agulla & Baccetti in 1994.

In 1997 Wilhelm was promoted to creative director, overseeing 11


The 29-year-old has won five Cannes Lions, including a gold this year

for Telecom Argentina, which showed the power of communication by

illustrating the contagious effect of a yawn. He also picked up a silver

in 1998 for De Longhi.

Wilhelm has also won four Clios, including a gold for Unicenter, and 15

FIAP golds, including the Grand Prix for the client Delval in 1993.

In addition, Wilhelm has directed two commercials, one of which was for

Levi's, and has published a book of humorous short stories.

Cabral began as an art director at Agulla & Baccetti, part of Lowe

Lintas & Partners, in 1998. The 23-year-old has directed a pop promo for

an Argentinian band and has won various awards including two Cannes


Wilhelm said: "Mother is London's freshest, most original and exciting

ad agency. When you get a chance to learn from so many talented people,

you just don't let it go by. And they serve a great free lunch."

Mother's Robert Saville added: "They approach problems in a very

different way to Europeans. They hunt out the bizarre in everything they

look at, but turn it into something very accessible."


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