{"id":20120,"date":"2022-12-01T06:28:39","date_gmt":"2022-12-01T06:28:39","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/01\/mother-expands-to-berlin-with-droga5s-nowak-as-leader\/"},"modified":"2022-12-01T06:28:39","modified_gmt":"2022-12-01T06:28:39","slug":"mother-expands-to-berlin-with-droga5s-nowak-as-leader","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/01\/mother-expands-to-berlin-with-droga5s-nowak-as-leader\/","title":{"rendered":"Mother Expands to Berlin With Droga5\u2019s Nowak as Leader"},"content":{"rendered":"

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Creative agency\u00a0Mother<\/a>\u00a0is expanding to mainland Europe for the first time by opening in Berlin.<\/p>\n

Alexander Nowak,\u00a0Droga5<\/a>\u2019s former global head of art, will lead Mother\u2019s Berlin business as chief creative officer and creative partner.<\/p>\n

The move reunites Nowak with his former creative partner\u00a0Felix Richter, who joined Mother earlier this year<\/a> as global creative partner and CCO of the London office.<\/p>\n

Nowak and Richter had previously worked together at Droga5 New York since 2011, with Richter becoming co-CCO in 2019 and Nowak being promoted to global head of art. Over that decade, they created some of the agency\u2019s most notable and awarded work, including Under Armour\u2019s \u201cI Will What I Want\u201d and \u201cRule Yourself\u201d campaigns, Hennessy\u2019s \u201cWhat\u2019s Your Wild Rabbit?\u201d rebranding and Google Pixel\u2019s global launch.<\/p>\n

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Mother declined to disclose which clients it has in Berlin.<\/p>\n

Coffee and creativity<\/strong><\/h4>\n

The agency is in the final phase of construction on a permanent Berlin office, but in the meantime, Nowak has partnered with local coffee bar\u00a0Espressobar\u00a0in Charlottenburg\u2019s Mommsenstrasse\u00a0to set up a temporary workspace.<\/p>\n

\u201cWe\u2019ve long admired the values and traditions of German business. With Alex, Berlin and the support of the whole Mother family, particularly our team in London, we believe we can become a successful destination for creative-minded talent and clients in a market which is both a gateway to Europe and so important in its own right,\u201d Mother global CEO Michael Wall said in a statement.<\/p>\n

\u201cIt\u2019s our mission to create a culture that creative minds\u2014clients and our team alike\u2014gravitate towards, one where we\u2019ll get to make the best work of our lives. I want to create an environment that attracts the best talent from around the world to Berlin,\u00a0no matter what seniority level or background.\u00a0Mother Berlin will radiate radical positivity,\u201d Nowak added.<\/p>\n

Since Richter started this year, Mother London has poached Wieden+Kennedy London creative director Tom Bender as executive creative director and promoted Nick Hallbery to ecd.<\/p>\n

Mother\u2019s headquarters and founding office is in London, and it also has locations in New York, Los Angeles and Shanghai.\u00a0<\/p>\n

Mother is the latest British ad agency to expand to Berlin. In May, adam&eveDDB<\/a> opened an office there after winning German telecom company Deutsche Telekom\u2019s advertising business.<\/p>\n<\/p><\/div>\n