Mutter invests in a brand new impartial inventive company in London

Three years ago, Wieden + Kennedy made a declaration of independence and placed a sizable bet, supporting the group's creative director, Craig Allen, and two others at a new agency firm, Callen. The Austin store is continuing to expand its own space, but with support from W + K is signaling that smaller, more nimble additions to existing agency brands can add more creative oxygen to the business.

The then President Dave Luhr said of Callen: “It just feels like our industry needs a little revitalization. We think it will be good for talent and, indirectly, good for us because advertising could use more creativity. "

Last week, the London-based indie mom took a similar move and released her own new indie. The agency called Other has a similar attitude: four hand-picked agency managers come together to convey a feeling of creativity and, above all, independence.

"What kept me and my partners going when we started Mother 24 years ago was a simple philosophy about our culture and the belief that great creativity is best lived in an independent setting," said Robert Saville, mother's co-founder. “Other has a great team with shared values, each with their own unique personality. Because at the moment, brands, companies and organizations need great independent creative minds who can face the challenges we are facing. "

The new agency, based in London, brings together four established agency managers: Paulo Salomao, formerly W + K and former managing director of Mother, as managing director; Sarah Oberman as Strategy Manager, most recently as Strategy Director at Gray London; Mother New York and London veteran Kyle Harman-Turner as creative director; and Metz Bryan-Fasano, most recently at VMLY & R London, as lead maker.

Further product launches with several customers, including the DTC flower startup Bloom & Wild, Grundig household appliances and The Out, Jaguar Land Rover's car rental service.

According to Salomao, the timing of starting a new business makes sense despite the unease in the market.

"There's a hell of a lot going on that is changing our industry and consumer behavior. And we're all trying to find the answers," he said. "It can be very scary or you can lean into it. When things are unpredictable and chaotic, need Makes more help with navigation with more creativity and smart thinking. "

According to Oberman, while the agency's name is a riff above the mother's name, it also has a dual meaning.

"It's about looking for other perspectives and observations," she said. "But we're also in a time when culture is listening to its own bubbles, and it's important that other people have a voice and let others in, and it seemed like an agency had to do that."

Harmon-Turner found that agility, another aspect brands look for in agencies, is a hallmark of Other. In addition, she said it was better to put data in the foreground, but with real implications, to work better and be out of the ordinary.

"[The industry] is too caught up in the world of case studies and not reaching real people," she said.

In the end, however, success for others will come from a culture of curiosity, optimism and, above all, independence.

"The hard work starts now," said Harman-Turner. "And it has already attracted customers with a similar attitude and mentality."

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