Linus Karlsson, co-founder of Mother New York, is departing the shop and ending one of the industry's longest creative marriages. Karlsson is expected to take the creative reins at another agency.
Karlsson and Paul Malmstrom launched the New York branch of Mother in 2003. The duo had worked together first at Paradiset DDB before moving to the U.S. and to Fallon Minneapolis in 1997. In fact, the Swedes recently marked their 20th anniversary as a team. Together with the directing collective Traktor, the pair introduced a new sensibility to American advertising, with work like Miller Lite Evil Beaver, MTV's Jukka Brothers and Lee Jeans' Buddy Lee.
Malmstrom will stay on at Mother as executive creative partner."I have decided to leave Mother," says Karlsson. "Obviously, it has not been an easy decision. I love every single person at Mother, especially Paul who I have worked with for 20 years. As for what's next, I will announce my new adventure in the coming weeks."
In a statement, Malmstrom said, "He's a longtime friend, and we congratulate him on this new move. We will miss Linus, but we've built a strong, multi-disciplinary creative leadership team that is centered around our independent, unique way of thinking and the creative we continue to bring to every agency client."
Mother founding partner Robert Saville said, "The industry always seems to turn to Mother when they're looking for creative leadership. If only we could get a recruiting fee. Kidding aside, we wish Linus success in whatever role he pursues. He'll always be a part of our history, as well as a friend."
Mother New York, whose clients include Target, Johnson & Johnson, Stella Artois, Dell, NBC Universal, and Cadbury, was named Creativity's agency of the year in 2009 and is known for its non traditional creative work. The agency recently moved to a larger space on the west side of Manhattan.