Madre Plans Projects in Argentina and North America

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NEW YORK (AdAge.com) -- Ad agency Mother, with offices in London and New York, is planning to handle assignments for the U.S. Hispanic market from its new offshoot in Buenos Aires, according to the company.
Carlos Bayala is the creative director and founding partner of Madre, the new Argentinian offshoot of Mother.

Mother's day
After opening a Manhattan office in 2003, London-based Mother openned its second agency abroad on Oct. 16 -- Mother’s Day in Argentina -- in Buenos Aires. Called Madre, the agency plans to do projects in both Latin America and the U.S. Hispanic market, said Carlos Bayala, creative director and founding partner.

“Argentina is a hub for creative talent in Latin America,” Mr. Bayala said. That includes himself and his wife, Gabriela, a fellow Madre founding partner, creative director and operations manager. Earlier in his career, Mr. Bayala was a creative director for U.S. Nike work at Wieden & Kennedy’s Portland, Ore., headquarters, and moved to Wieden’s Amsterdam office as co-executive creative director in 2003. He joined Mother in London in June 2004 and immediately began planning for a Latin American creative agency.

To do projects for the U.S. Hispanic market, Mr. Bayala said Madre could work with Mother in New York, contributing creative and strategic input and its understanding of Latins to the New York team’s knowledge of the U.S. market and brands.

Regional talent
“We believe it is a combination that could be very enticing for clients,” he said. “We don’t want to set up offices in all of Latin America. In Madre the key is that the best talent of the entire region is centered in an area of common encounter.”

He said Buenos Aires’ magnet effect for hot creative talent outweighs the physical distance from the U.S. The question is no longer how “far or close. It is what’s better or worse. This is the only important variable, that we be capable to put into each project the best strategic and creative product,” he said.


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