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Indie Shop Mother Plots Expansion to Brazil

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Brazil, say hello to Mother.

The independent agency -- which has offices in London, New York and Buenos Aires -- agency is all set to open its fourth location in 2014, and has appointed Gustavo Sousa, the Brazilian creative director most recently of Mother London, to global partner.

Mr. Sousa lives in New York, where he leads the shop's Stella Artois account, but has been spending a significant amount of time working on Mother's expansion in the Latin American region. The agency would be making its second foray into South America, with its first office there being in Argentina. 

So why 2014? The shop says it's taking its time to get things done properly and is still exploring office space and the hires it needs to make there. "My biggest prioritiy is to bring Mother to Brazil and do it right."

To that end, he plans to marry Mother's own culture with the Brazilian way of doing things, integrating the shop seamlessly with the country. "The spotlight will be very much on Brazil soon, with the World Cup and Olympics," said Mr. Sousa. "It's an exciting time for Brazil and we want to be close to that."

Some might argue Mother is late to the game when it comes to Brazil. Agencies have been flocking there for years, attracted by the affluence and growth of the country. The prospect of the World Cup and the Olympics has attracted a ton of investment from the ad world too. Wieden & Kennedy opened a Sao Paulo office at the end of 2010, Pereira and O'Dell launched there last year, and SapientNitro bought one of Brazil's last indie digital agencies, iThink, in early 2013.

Mr. Sousa thinks there's room for everyone. "Every time I go to Brazil, I discover something new and amazing," he said.

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