Mother to expand to South America

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[London] Mother, the highly creative London independent shop that opened in New York last year, is planning a South American outpost after poaching Carlos Bayala, executive creative director at Wieden & Kennedy, Amsterdam, to lead the expansion drive. Argentinian-born Mr. Bayala will divide his time between Mother's London office and researching the next Mother office, likely to be in Buenos Aires, Argentina. "We have always wanted to build our company where the best talent is," said Stef Calcraft, a founding partner of Mother. "There is the potential to create a destination creative brand in South America." Mr. Bayala previously worked at W&K's Portland office and at Mother in London. Other creative shops that have expanded internationally have been slower to look at Latin America, and rarely open their own offices there. Bartle Bogle Hegarty hooked up with Brazilian agency Neogama after Bartle Bogle had agencies in London, Singapore and New York. Wieden has no presence in Latin America, and Publicis Groupe's Fallon Worldwide approaches Latin America through a non-equity alliance with La Comunidad, a creative hot shop based in both Miami and Buenos Aires and run by Argentinian brothers Jose and Joaquin Molla. In New York, Mother already handles the National Basketball Association, McDonald's Corp.'s Mexican chain Chipotle and Miller Brewing Co.'s Milwaukee's Best beer.
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