They grow up so fast. Mother is ready to introduce her offspring to the world media agency.
Media by Mother will open as part of Mother’s US operations and will initially be located in Mother New York’s Gowanus office, which will open in April. At the same time, a presence in Los Angeles is being established. The independent media agency is led by founding partner and CEO Dave Gaines, who was previously global head of media strategy for WPP and partner COO Will Heins, previously Senior Principal for global offering development at Accenture and a veteran of the Omnicom Media Group.
As part of the broader mother family, Media by Mother will report to the mother in the US partner, CEO Peter Ravailhe. Media by Mother is an independent agency with the wider Mother US network and will pursue its own client opportunities outside of existing parenting relationships while working with parent customers. The plant-based milk brand Califia Farms is the media of mother’s first customer.
“With Dave and Will, we have leaders who we believe will help brands redefine their relationship with the media, creativity, and ultimately their customers: a media agency with the business accuracy and integrity that the creative vision requires , driven by ambition and values that mother has always known for, ”Ravailhe said in a statement. “While Media by Mother was founded as an independent company, it will also be integrated with the broader parent agency in New York and Los Angeles to further improve the media and business acumen of the entire organization.”
In a statement, Mutter claims that her independence allows her to build a media agency designed to build trust with clients and consumers through a differentiated approach based on a business model geared towards customer growth and an honest connection tailored with consumers.
“The point here is not to uncover a gap in the offerings of media agencies,” Gaines said in a statement. “It’s about getting out of the flow of money that has defined the media, especially over the last decade. If we work with smart people who understand how media really works, and do so in a culture where creativity comes first, we will go a long way towards making this business respectable again. It won’t be for everyone and that’s fine. If so, we’re probably doing it wrong. “
Mother has expanded her extended family in recent months. The launch of Media by Mother follows Mother’s support for Other, a new independent creative agency in London, last October.
A number of new agency debuts also follow in 2020, although Mother’s media project is different from these starts. In the second half of 2020, former CCO of BBDO New York, Greg Hahn, Mischief opened Slap Global as part of No Fixed Address, Gerry Graf and Maxi Itzkoff opened Slap Global, and Chris Garbutt and Colin Mitchell introduced creative consultancy to Pltfrmr.