General Mills adds three agencies to its creative roster, including Mother.

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General Mills announced appointment of three agencies to its creative roster, including Mother. 

“We’re looking for people who can help us with that creative firepower to bring ideas and emotions and feelings and resonance to our brands that are going to make our brands more valuable,”

 said Doug Martin, chief marketing officer for General Mills. 

“We’re looking for people to help lean in with us—maybe take some creative risks, maybe take some swings. But do some things that are going to be memorable and meaningful for consumers.”

General Mills Adds Mother to Creative Roster

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Rowett will lead our New York office, partnering with Veronica Thew (Head of Strategy) and Oriel Davis-Lyons (Chief Creative Officer) to complete the next generation of leadership trio.

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Rowett joins from TBWA\Media Arts Lab where she was running the global iPhone business, bringing with her a strong business acumen and appreciation of the creative product and craft. Aside from Apple, she has also honed her craft working on brands such as McDonald’s, TikTok, Disney+, Smashbox, Tripadvisor and The Honest Company at agencies including TBWA\Chiat\Day LA, Deutsch LA and more, in Los Angeles and her native Australia. Mother will bring her to the East Coast for this next role.


Regarding her decision to take the role and join Mother, she said: “There is a wild appetite for evolution, with creativity as the only driver, that struck me when I came into Mother’s orbit. Every person is vibrating with it. This commitment to growth and invention is exactly the kind of opportunity that I have been looking for. When you couple this ambition with some of the most open and smart humans in the biz, it feels like exactly the right place to be.”

Nicole Rowett Joins Mother in New York as Managing Director

We're pleased to announce (in many different languages) that Duolingo have appointed Mother to ideate and create content for the iconic brand in the UK.

Duolingo Lands at Mother

Fast Company names Good Threads the winner in the 

 category for the 2024 Innovation by Design Awards.

The Secret Little Agency, PPURPOSE, and Anak partnered with Mandai Wildlife Group to create 

— a collection of performance wear made entirely from over 100kg of upcycled unwanted garments.

From forget-proof designs to lazy-resistant functionality, each piece empowers wearers to choose better with every wear by keeping them primed for whatever the urban jungle throws their way and withstanding the perils of city life.

Good Threads wins Fast Company’s 2024 Innovation by Design Award

We’re thrilled that Mother was part of one of the hottest pitches of the year and has been awarded GM’s Buick account.


From the start of the pitch process, we shared a similar energy, ambition and collaborative spirit with the Buick team. Together, we hope to create a fresh and vibrant platform for a fast-growing brand that operates by a different marketing playbook and exudes a deserved confidence in its vehicles. It feels like an assignment made for Mother.

General Motors Adds Mother in LA to Creative Roster

The Wall Street Journal's incredible new brand platform, 

The new platform is a nod to WSJ’s unique approach to in-depth business journalism, its impact on the world, and the vital role it plays in people's lives.

Throughout June, contextual ads touting 

 appeared throughout New York City in various settings—from EV charger points to golf courses, gas pumps, delis, hot dog stands, and more—proving how business shows up in the most unexpected places.

, each showing a different side of the Journal’s coverage. It also highlighted how the stories the Journal covers are not just for those in business but for everybody; from renters’ rights and sleep divorce to your morning coffee, the Journal's reporting is your business.


The Wall Street Journal Unveils New Brand Platform

We’ve been recognised as one of the Best Places to Work in the UK by 

Best Places to Work

Ariadna Navarro joins Mother Design as its first-ever President in the US. 


After seven years of momentum—significant headcount growth and attracting higher-profile projects over the years from global brands such as Cadillac, Marriott, MLB, PayPal, Peloton, and Tripadvisor—the two realized they needed a third to help them futureproof the agency.

“We knew immediately upon meeting Ariadna that she was the person we’d been looking for. She advocates at the highest levels for the transformative power of Design and cares deeply about her teammates,” said Mark Sloan, Head of Design. “Her complementary skill sets in growth, strategy, and innovation round out our leadership team in a truly exciting way.”

Danielle Horanieh, Managing Director: “Ariadna knows the business, understands the vision for where we want to go, and has a proven track record of taking clients and agencies she's worked with to the next level of growth. We're so excited to welcome her to the team!”

Mother Design Hires Ariadna Navarro as its First President

We’re Campaign’s Independent Creative Agency of the Year 2023. Read why

Campaign Independent Creative Agency

We landed the leading green brand in the U.S., which means we get to do our two favorite things: make category-disrupting work, and make our children proud.

Seventh Generation Selects Mother in New York as its AOR

We retained Sonic. Ad Age reported, “Sonic Drive-In has retained Mother as its creative agency of record following a review first reported in July.” Told you! Welcome back home, Sonic.

Sonic Retains Mother as Lead Creative Agency

Dow Jones has selected Mother in New York as its new creative and strategic agency responsible for transforming Dow Jones’s marketing capabilities.

Sherry Weiss, Chief Marketing Officer of Dow Jones and The Wall Street Journal: "We believe that Mother will bring the appropriate expertise and sharp thinking to lead us into the next era of our brand narrative, supercharging audience engagement at such a pivotal time for our industry."

Dow Jones Selects Mother

Newly promoted Chief Production Officers and Exec Creative Director

Mother has always backed creative talent in every discipline. Today, Mother London is announcing the promotions of Anna Murray and Emma Davenport; and Martin Rose to production and creative leadership roles.

Production has always been at the heart of Mother, and its importance and impact has never been greater. Mother has asked Anna Murray and Emma Davenport, the current Heads of Production, to step up into the new roles of Chief Production Officers. The duo have worked together for twelve years at Mother, in a partnership more similar to that of a creative team than the typical solo production leadership. They’ve been hands-on in realising much of the agency’s most celebrated work. Together, they will lead a team of over 60 to unify Mother’s making capabilities.

Anna Murray and Emma Davenport, Chief Production Officers, said

: “Our own growth here reflects the value Mother puts on making and its people; Production is a fundamental partner, bringing creative and resourceful thinking into making the best work we possibly can.Continuing our long-lasting partnership and having the opportunity to shape Mother’s future is something we’re proud to do.”

In creative, Mother has promoted Creative Director Martin Rose to Executive Creative Director. Martin built his creative journey at Mother, starting at the agency in New York in 2012 before relocating to London and working across the agency’s range of high-profile clients. During his ten years in London, Martin has been behind iconic Mother campaigns, from MoneySuperMarket 

 to Uber Eats’ most recent Cannes Lions Gold-winning 

. He will now lead some of the agency’s flagship brands.

Martin Rose, Executive Creative Director, added:

 “Before joining the Mother family 14 years ago, I lost my own. Although it will never replace her, it’s nurtured, guided, and made me who I am today. I look forward to many more years with my adopted Mum, making my own children proud.”

Felix Richter, Chief Creative Officer and Partner of Mother, 

who commented: “Mother has always been about the collective. We’ve been blessed to have these three help build Mother for years and are excited for them to play an even bigger role in our next chapter.”

Mother grows leadership at home

Mother Design announces the appointment of Kathryn Jubrail and Kirsty Minns as Partners in London.

Mother Design, the global design studio within the Mother Family, announces the appointment of Kathryn Jubrail and Kirsty Minns as Partners in London. With their extensive experience, innovative perspectives, and proven track records, Kirsty and Kathryn will play pivotal roles in driving the studio’s creative vision forward.

The duo have been at the studio since early 2020, bringing almost 40 years of collective expertise in brand strategy and creative across industries and mediums. Under their leadership, Mother Design in London has flourished, with turnover up fivefold from a portfolio of work that builds brands.

Katie Mackay-Sinclair, Partner of Mother, commented: “Over the last three years, Kathryn and Kirsty have brought a hunger, passion and drive to Mother Design that has delivered way beyond the traditional parameters of ‘design’ and been a joy to see. We’re delighted to elevate them to Partners of the business they love, driving the future of Mother Design alongside their counterparts in New York and Los Angeles.”

Driven by their ambition to connect people and businesses, Kirsty and Kathryn aim to create brands that exist beyond the pages of a guidelines book but live on the streets, in our homes and in our hearts and minds.

Kirsty Minns, Partner at Mother Design in London, added, "Mother has always recognised that design is more than decoration; it is at the heart of brand building, systematically bringing to life a business in a way people can see, hear, smell and touch. Being able to bring all that together in a creative family, like Mother, is a real privilege.”

New Partners at Mother Design in London

As Jägermeister’s first global creative agency of record, our teams in London and Berlin will be working to build the Jägermeister brand worldwide. As our first ‘Pitch It Forward’ client, we’ll donate our first-year profits from working together to inspire the next generation with creativity.

We’ve welcomed Jägermeister to the Mother family.

We looked around and realized we needed someone with Marianne’s skillset, which led to her becoming Mother USA’s Chief Community & Communications Officer. While she’s building our community of alumni, friends and family, she’s also leading our PR and Comms function.

Marianne Stefanowicz is Mother’s first Chief Community & Communications Officer

Mother Berlin is saying ‘Hallo!’ to the world. Alexander Nowak will be helping us create a magnet for creative minds in the German capital.

A New Mother Family Member

Promotion of Nick Hallbery and Tom Bender moves over from Wieden+Kennedy.

They join Kirsty Minns, of Mother Design in London, as ECDs

They join Kirsty Minns, of Mother Design in London, as ECDs.

Mother is creating two more Executive Creative Director roles. They will work with Chief Creative Officer, Felix Richter, to help manage the creative department and make Mother an ever-more attractive destination for creative minds.

Commenting on this, Felix Richter said: “Mother is a collective of highly skilled creative leaders; this move is to get more strong creative voices helping to make more decisions across Mother.”

Nick and Tom join Kirsty Minns as Executive Creative Directors at Mother in London. Kirsty has been at Mother since 2018. She was promoted in 2020 to be the creative leader for Mother Design. Her previous experience includes Google Creative Lab and The Future Laboratory.

New to Mother, Tom Bender is a copywriter by trade; he has been at Wieden+Kennedy London for the past six years. During that time, he worked on many highly effective and award-winning campaigns, ranging from Three’s #PhonesAreGood to Nike’s Londoner. His work has received premium creative awards - including a Cannes Lions Grand Prix, Titanium, and seven D&AD Yellow Pencils - and few creative portfolios will generate such a positive response from your average Gen Zer.

Mother London bolsters Executive Creative Director talent

Our Mother family is growing…the newest addition to our team is Felix Richter, who will be joining us as Chief Creative Officer and a Global Creative Partner. He’s best known for the last decade he spent at Droga5 in New York.

General Mills Adds Mother to Creative Roster

10.1.24

Nicole Rowett Joins Mother in New York as Managing Director

Duolingo Lands at Mother