Sid Lee Buys Paris Shop Yard, Mother Staffs Up in U.S.
Sid Lee Paris is buying Yard, a Paris creative agency that specializes in targeting the urban generation through its work across music, sports, fashion and cinema. Yard is led by managing directors and co-founders Tom Brunet and Yoan Prat, and clients have included Nike, Desperados, Beats by Dre, Uniqlo, Jordan, Red Bull and Converse. "Yard's strength is in its contents' ultra-relevancy to urban youth, as well as its capacity to relate to the target. We like to qualify it as "liquid audience," a loyal audience who follows and consumes Yard's content, whatever the touchpoint", says Johan Delpuech, president, Sid Lee Paris, in a statement. Sylvain Thirache, chairman and executive creative director, adds: "Yard is, for us, the opportunity to develop a new creative script and to offer innovating forms of content to our clients in order to make them true cultural actors in people's lives."
Mother is adding 17 new creative and design hires across its New York and Los Angeles offices. They include Abe Baginsky, creative director, who spent the last seven years at Ogilvy's New York office working on Coca-Cola, Amex and the United Nations. Erik Norin, who also joins as creative director, is originally from Sweden and spent the last six years at R/GA, 72andSunny and Wieden & Kennedy. Craig Love, creative director, formerly spent time at McCann Worldwide and StrawberryFrog. Matt van Leeuwen, who joins as design director, spent the last six years at Interbrand. Also new are copywriters Catalina Monsalve, Emily Sheehan, Mike Vitiello, Sarah Sharp and Valentina Sulbaran; art directors Trevor Gilley, Claire Manganiello, Rachel Ellam and Lindsey Bissing, creative Heather Schmitz and designers Jessica Yan, Ross Gendels and Hoang Truong.
Mistress is hiring the creative team of Alfredo Adán Rosés and Alberto Portas. Originally from Spain, they have worked in the U.S. at Leo Burnett Chicago, on the global Samsung account, at R/GA Los Angeles on Beats by Dre, Nike Basketball and AdCouncil's "Love Has No Labels," and at Saatchi & Saatchi L.A. where they worked for Toyota and Asics.
Chemistry is appointing two new executive creative directors in its Atlanta office. Carl Corbitt joins from Fitzgerald & Co. where he served as group creative director. Before that, he was a creative director at CP&B, 180 L.A, Goodness Mfg., and Wieden & Kennedy Amsterdam, working with brands like Mitsubishi Motor and Nokia. In his new role, he will be responsible for Children's Healthcare of Atlanta, YouTube and new client Atlanta Convention and Visitors Bureau among others. Anja Duering joins Chemistry with nearly 15 years of experience as a creative director including time spent with Wieden & Kennedy and CP&B, where she art directed the Cannes Lions Grand Prix-winning GTI "Fast" campaign for Volkswagen. Both will report to Chief Creative Officer Chris Breen.
WPP experience agency Set is promoting President and Chief Strategy Officer Alasdair Lloyd-Jones to chief executive officer, while founder Sabina Teshler and COO Kurt Kujovich will assume the titles of chairman and president, respectively. Lloyd-Jones will now oversee a network that spans Portland, Los Angeles, New York and London, working with brands including Nike, Sprite, Verizon and BMW. Before joining Set in 2014, he spent nearly two decades in strategic and planning positions at agencies including Big Spaceship, Cutwater, Ogilvy and Publicis.