Mother expanded its team with 88 new hires last year.
Tackling complex projects and concepts often leads to more questions than answers, which, in the advertising business, can quickly become a never-ending cycle.
So last year, Mother—which is headquartered in London but also has offices elsewhere in Europe, Asia and North America—found creative success in sticking to the basics, centering many of its clients’ campaigns around the core elements of their products or services.
To aid the U.K. launch of Uber One, for example, the agency reduced Uber’s multifaceted transit and delivery membership service to its most simple form—styling it as a digital offering “for people who eat food and go places.” Casting actors Robert De Niro and Asa Butterfield in the campaign’s charming commercials, the work aimed to show how everyone—even the most elite A-listers—can bond over their shared desire to ... well, eat and travel.
For Reese’s, a new client won in early 2023, Mother London sought to find a way to translate the candy brand’s beloved status in the U.S. to the British market. And it did so with a series of hypnotic ads on TV and social media that featured chocolate eggs, shoes and filing cabinets being filled with peanut butter. That effort helped catapult Reese’s to become Britain’s most-followed chocolate brand on TikTok, boasting about three times as many followers on the app as market leader Cadbury.
The U.K. agency also won a handful of other new accounts last year, including Jägermeister and British retailer Marks & Spencer, via its unique “Pitch It Forward” initiative, in which Mother approaches prospective clients without a full-fledged pitch and instead donates the resources it would have used on them to nonprofits focused on creativity.
Behind that work are 275 full-time creatives who appear to be largely satisfied with their workplace across the board.
Mother London’s staff churn rate is less than half of the U.K. average, according to figures shared by the agency, which expanded its team with 88 new hires last year. And while Mother declined to share hard revenue figures, it did confirm that 2023 was on track to be its biggest revenue year yet in its more than two-decade history—a success directly shared with all of its employees in the form of a Christmas bonus.
