Mother opens office in Argentina

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[Buenos Aires, Argentina] London-based Mother, a creative independent agency that started a New York shop in 2003, opened an outpost in Buenos Aires on Oct. 16, Mother's Day in Argentina. Called Madre, the agency plans to handle projects in 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," he said. Buenos Aires has been a hotbed for Mother's talent, including Mr. Bayala and his wife, Gabriela, a fellow Madre founding partner, creative director and operations manager. Yet it is also the "worst place to open," given the tough competition from big agencies and demanding, sophisticated clients and consumers, added Mr. Bayala, a former executive creative director at Wieden & Kennedy, Amsterdam. The move follows more than a year of preparation (AA, June 14, 2004).

Madre's six-person team has a first assignment from a consumer-products marketer, but co-founder and strategy leader Alejandro Dominguez, a former account and planning director of Agulla & Baccetti (a highly creative Buenos Aires shop now majority owned by Interpublic Group of Cos.' Lowe Worldwide), won't say who it is until the campaign breaks in one to two months.

Mr. Bayala said offices later could be opened in the region to attend to growing demand, particularly in Mexico City and Sao Paulo, Brazil.

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