Creature London to expand with Mother creative team

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Creature has hired three Mother London creatives to join its startup London office, heralding an imminent expansion. Ben Middleton, Ed Warren, and Stuart Outhwaite join the Seattle-based independent's management team as creative directors.

The trio will form the creative leadership of Creature's London office, which is led by managing director Ivan Purdie. Creature London is currently pitching for new business, and will have a 10 strong-team when the new creative partners start in March, complementing nearly 100 additional staff based in Seattle.

At Mother, the team was at the creative helm of the Unilever business, responsible for some of Britain's best-known campaigns. At Creature, they will take the lead across a portfolio of clients, which includes Microsoft, Starbucks' Seattle's Best Coffee brand, Pepsi, Jansport, and Pacifico Beer.

Collectively the former Mother team worked across accounts including Beck's, Powerade and Match.com. Their work includes Four Feet from a Rat, a graphic novel series developed for listings magazine, Time Out, and Pot Noodle the Musical, for Unilever, which debuted at the 2008 Edinburgh Festival.

Robson Grieve, president of Creature, says, "We went looking for an ECD, and found something much more powerful – a team of three, that shares our perspective on advertising and the role of creativity in solving business problems. We expect Ed, Ben and Stuart to help lead us in new directions here in London, but also in the US and beyond."

Grieve added: "We don't want to export our North American business, we want to compete in London, and the aim is for the team to operate as an independent creative shop that works with its own clients. However, collaboration between the two offices will remain important. Ed, Ben and Stu have a book of work that is as good as any in the industry, and they give us a foundation in London that makes us instantly competitive there."

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