Mother Snares Six Flags Marketer to Lead New York Shop

Angelina Vieira Barocas Tapped for Managing Director Role

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NEW YORK (AdAge.com) -- The growing New York office of independent agency Mother has snagged Angelina Vieira Barocas, most recently senior VP marketing-entertainment at Six Flags, to serve as managing director, overseeing day-to-day operations.

Angelina Vieira Barocas
Angelina Vieira Barocas
In her more than four years at Six Flags, Ms. Barocas helped the company boost its online marketing and worked on the strategic positioning of the theme parks along with a long list of shops including Doner, Zimmerman, Ogilvy, Mindshare, Universal McCann, BBDO and Mr. Youth. She was succeeded in her post there by Brett Petit, who has had 27 years in the theme- and water-park industry.

Prior to Six Flags, Ms. Barocas served as the president of Bugaboo North America, where she was responsible for not only marketing (including Bugaboo's first North American ad campaign), but also the sales and finance functions at the company. She landed at Bugaboo after nearly a decade on the agency side at Wieden & Kennedy, where she spent five years each in the independent agency's Portland, Ore., and New York offices working on clients such as Microsoft and ESPN.

"I loved the agency side, and when I was on the agency side, I always wanted to be a marketer, firsthand. I enjoyed it and learned a lot. I think of my two years at Bugaboo as my hands-on MBA," she said. She began considering boomeranging back to the agency world earlier this year at the urging of Patrizia Magni, who is said to be adland's busiest recruiter these days.

"I said it has to be the right agency," Ms. Barocas said. "Mother is really a unique agency; they are immensely talented but they are modest, and I find that attractive," she added.

The agency had this to say: "More than anything, Angie will very much fit and enhance the Mother culture. ... She is an amazing person that you immediately feel a connection with."

Ms. Barocas joins an office that has grown to nearly 100 in the past year. Mother was named Creativity's 2009 Agency of the Year and in 2010 has picked up new accounts, such as Virgin Mobile, and was named Powerade's first global agency.