General Mills' CMO Doug Martin discussed the new brand platforms for Cheerios and Annie's, launching just in time for the return to school.

#fff

“We’ve always been a house of brands versus a branded house, so we believe that it’s important for the consumer to have a relationship with the brands themselves. That’s where we build connections,” Doug Martin, General Mills’ chief marketing officer (CMO), told ADWEEK. “These campaigns are both examples of how we’re trying to maintain that connection and refresh it continuously.”

Cheerios and Annie’s Center Families Ahead of Back-to-School Season 

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Bacardi has appointed Mother New York and London as the global creative agency for iconic gin brand, Bombay Sapphire. 

Bacardi has appointed Mother New York and London as the global creative agency for iconic gin brand, Bombay Sapphire. Cheers! 

Bombay Sapphire and Mother Join Forces

In its newest brand campaign, Go Together, Amica points to a truth borrowed from a familiar proverb: “If you want to go fast, go alone. If you want to go far, go together.” As a customer-owned insurance company, Amica’s rich understanding of what motivates its policyholders drives the brand to go above and beyond to protect them.

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We’re all juggling professional and personal responsibilities, and the pressure to always be ‘on.' It can be exhausting.

Amica Insurance’s newest brand campaign, Go Together, is a bracing reminder to pause and reconnect with what matters — highlighting Amica's commitment to protecting the things that matter most to its customers.

The 60-second hero film, directed by Diego Contreras of Superprime, tells the story of an architect and father struggling to navigate the pressures of work and find balance in his life. Like many of us, he shoulders the burdens alone until a storm forces him to pause, leading to a shift in his perspective on what truly matters. He then allows others in, and his family becomes central in this new approach to life 

 of which debuted during game 2 of the NBA Finals on ABC – dive deeper into this family’s story, allowing Amica to point to a truth borrowed from a familiar proverb: “If you want to go fast, go alone. If you want to go far, go together.” As a customer-owned insurance company, Amica’s rich understanding of what motivates its policyholders drives the brand to go above and beyond to protect them.


“This new campaign once again showcases the power of empathy, while simultaneously highlighting the advantages of partnering with Amica, a mutual insurer,” said 

Tory Pachis, Executive Vice President and Chief Growth & Marketing Officer at Amica

. “We’re built to serve our customers when they need us most, and we prioritize their needs.”

Go Together with Amica Insurance

The campaign is centered on iShares' role in championing investor progress and unlocking opportunity across markets, seeking to match the ambition of investors, large and small.

BlackRock's new iShares brand campaign, “The Market is Yours,” centers on the brand's role in championing investor progress and unlocking opportunity across markets, seeking to match the ambition of investors, large and small.

“This campaign reflects iShares’ longtime role in paving the way for millions of people globally to access the capital markets. At the heart of our strategy is the desire to open more market opportunities for more people,” said R

am Subramaniam, Chief Marketing Officer and Global Head of Digital Wealth for BlackRock

. “Investing is critical to the financial well-being and dreams of individuals and families, and this campaign celebrates the role iShares can play in making those aspirations a reality.”

The campaign’s anthem film, directed by Reynald Gresset of Caviar, portrays a setting that has traditionally been the realm of professional investors to symbolize how iShares ETFs can provide investor access to all, opening up an expanding world of market opportunities.

The new global campaign coincides with the 25th anniversary of the iShares brand.

The Market Is Yours with iShares

Katie Mackay-Sinclair, Chris Gallery, Felix Richter and Teri Miller are elevated to global team, leading the Mother Family of agencies into the future

Mother has announced a newly formed global partnership group, the next generation set to lead the Mother Family of agencies. Approaching 30 years in business, and proudly remaining independent, the new operating group is tasked with stewarding Mother towards the next 30 years. The group will work with and report into global CEO Michael Wall and Mother’s founder, Robert Saville.

 (Global Chief Client Officer) who both joined Mother in 2022; and 

 (Global Chief Strategy Officer), who have been with Mother for almost their entire careers, and have led the evolution and successes of the London office over the past eight years. They will retain their existing responsibilities alongside their new global roles.

Michael Wall, Global CEO said: “This is a world class team. And they are proven and high quality practitioners for Mother."

"We believe that there has never been a better time to be a truly independent creative agency that is focussed on its clients, genuinely cares for its people and can act with clarity, speed and at scale in today’s marketplace.” 


Felix Richter becomes Global Chief Creative Officer, the first in Mother’s history, and will be working closely with the CCO’s across Mother’s offices in Berlin, Los Angeles, New York and Shanghai, and continuing oversight of London’s creative output.

Felix joined Mother as CCO of the London office in 2022, after 11 years at Droga5 in New York. He has brought great creative momentum to Mother, winning multiple back-to-back Agency of the Year titles, including International Agency of the year from Adweek in 2024. Mother London’s most recent work for Uber, KFC and IKEA, amongst others, has been heavily lauded.

Teri Miller becomes Global Chief Client Officer and is also promoted to US CEO, reflecting her role in transforming and growing Mother in New York and Los Angeles. Teri joined Mother in 2022 as US President from 72andSunny. In her three years, she has been pivotal in Mother’s growth. In the past year alone, there are 11 new clients, including Electronic Arts, General Motors, BlackRock and General Mills.

Katie Mackay-Sinclair and Chris Gallery have been at Mother for 17 and 16 years, respectively, originally joining as strategists. They made the transition into leadership as Heads of Strategy, before becoming Partners of the London office and are responsible for Mother’s longest-running, most effective and creatively renowned client relationships there. As part of the global team, Katie is elevated to Global Chief Brand Officer and Chris assumes the role of Global Chief Strategy Officer.

With a dramatic rise in client interest in independents with global capabilities, Mother is doubling down on working together across offices and the Family of agencies, building on what they are already doing for clients including Uber, Google, Dow Jones, Blackrock, Electronic Arts and more.

Mother’s entrepreneurial spirit has seen them birth, support and co-create a best-in-class integrated offering, through the growth of Mother Design in both the US and UK markets, the successful launch of Media by Mother, as well as investment in independent creative businesses 

SuperBloom House

Run Deep

Small World

Founder Robert Saville said: “We have spent the last two years planning the next chapter in our Mother story. And like all our decisions it comes down to people. People who believe in the values and ambitions of Mother."

"Teri, Felix, Katie and Chris are wonderful, talented and principled leaders who will help our brilliant people build on their incredible momentum and push Mother to new levels all around the world. Because, let’s face it, our industry needs a strong Mother now more than ever.” 


Mother Elevates Next Generation of Global Leaders

" This is more than a literal statement; it is a declaration of commitment and ambition to positively impact the future through creativity. It doesn’t just mean doing good or purpose-driven work, it is deeper rooted in everything we do, how we behave and interact with one another, our clients, the industry, and how the work we create shows up in society at large.

With the next generation always at the top of our minds, we jumped at the opportunity to sponsor the digital category of the 2025 US Young Lions competition. The next generation of our industry has their fingers on the pulse of culture and are the tastemakers.

A big thank you to our friends at National CineMedia for the opportunity to be part of this year's competition. 2025 marks 10 years of NCM’s role as U.S. representative and the first since NCM’s launch of the U.S. Lions Community.

The US Young Lions competition is open to all creatives aged 30 and under in the advertising, marketing, and media industries. Our colleagues Yi Chen, Gustavo Dorietto, and Jed Cohen are looking forward to the submissions. Registration closes on January 17.

Mother Sponsors Young Lions' Digital Category

 makes its debut as the Official Jersey Patch Partner and Exclusive Auto, Home, and Life Insurance Partner of the Boston Celtics this NBA season. 

In celebration, Amica has premiered a stirring new campaign featuring Celtics superstar Jayson Tatum with a rallying cry: Amica shows up for New England like New England shows up for the Celtics.

The 60-second anthem, co-directed by Jason Sondock and Simon David of Smuggler, recognizes the special connection that unites New Englanders for 48 minutes a few times a week during the year: the Boston Celtics. A notoriously passionate fan base, Celtics fans show up from every pocket of the region to root for their team.

The Celtics and Amica are committed to showing up for their fans and policyholders. Tatum’s campaign further underscores this notion as he famously hates sitting out games, knowing that the fans are there to see him and his teammates play, and Amica has the same drive to show up for its policyholders across the country.

The film also includes multiple Easter eggs, including a cameo by Hall of Fame announcer and legendary Celtics voice Mike Gorman, a voiceover by his successor, play-by-play announcer Drew Carter, and public-address announcer Eddie Palladino echoing throughout the spot.

https://www.youtube.com/watch?v=SpJpMVbUybE&ab_channel=AmicaInsurance

Amica Insurance Rallies Boston Celtics Nation With "Calling New England"

Rowett will lead our New York office, partnering with Veronica Thew (Head of Strategy) and Oriel Davis-Lyons (Chief Creative Officer) to complete the next generation of leadership trio.

Rowett joins from TBWA\Media Arts Lab where she was running the global iPhone business, bringing with her a strong business acumen and appreciation of the creative product and craft. Aside from Apple, she has also honed her craft working on brands such as McDonald’s, TikTok, Disney+, Smashbox, Tripadvisor and The Honest Company at agencies including TBWA\Chiat\Day LA, Deutsch LA and more, in Los Angeles and her native Australia. Mother will bring her to the East Coast for this next role.


Regarding her decision to take the role and join Mother, she said: “There is a wild appetite for evolution, with creativity as the only driver, that struck me when I came into Mother’s orbit. Every person is vibrating with it. This commitment to growth and invention is exactly the kind of opportunity that I have been looking for. When you couple this ambition with some of the most open and smart humans in the biz, it feels like exactly the right place to be.”


here

It's Official. Nicole Rowett is our Managing Director

General Mills adds three agencies to its creative roster, including Mother.

General Mills announced appointment of three agencies to its creative roster, including Mother. 

“We’re looking for people who can help us with that creative firepower to bring ideas and emotions and feelings and resonance to our brands that are going to make our brands more valuable,”

 said Doug Martin, chief marketing officer for General Mills. 

“We’re looking for people to help lean in with us—maybe take some creative risks, maybe take some swings. But do some things that are going to be memorable and meaningful for consumers.”

General Mills Adds Mother to Creative Roster

 the world’s first hot dog dispensing, mustard embellishing, ketchup clasping, cold beverage clutching baseball glove. 

The invention supports MiLB’s ongoing “Only in MiLB” campaign. The organization’s brief called for “a surprising way to engage fans,” said Oriel Davis-Lyons, chief creative officer at Mother New York.

“The best thing about MiLB games is that you’re much closer to the action, so you’ve got a much greater chance of catching a ball whether you’re expecting it or not,” Davis-Lyons said. “The Munchie Mitt ensures fans can enjoy every part of the game without worrying about dropping their drink and food all over themselves when they find themselves in the thick of the action.”

Introducing MiLB's Munchie Mitt

WSJ’s campaign shows why business is relevant to everyone. 

The newspaper’s new OOH campaign cleverly capture the variety of its coverage and why we all have a stake in the business world. 

Mother's First Campaign for Wall Street Journal

Mother New York Debuts Auntie Whine for Juneteenth.

In celebration of Juneteenth, Mother New York and 

 launched Auntie Whine, a limited-edition wine honoring aunties and their signature dance moves. Named for how aunties whine their hips at family gatherings, this wine captures the essence of these joyful moments.

Introducing Auntie Whine

New OOH campaign spreads love for the best NY borough (in our view!)

, we first created a new name and visual identity for Brooklyn Org, and followed it up with an OOH campaign titled "Show Brooklyn Some Love", centered around stories of change-making Brooklyn nonprofits.

Showing Love for Our Home Borough with Brooklyn Org

Gopuff Invites the World to "Bring The Magic" to Everyday Experiences with the Launch of Its Largest-Ever Brand Campaign.

"There’s a belief at Gopuff, from the founders to the micro-fulfillment centers, that there’s an opportunity to make life’s simplest moments and everyday necessities exciting,” said 

Oriel Davis-Lyons, Chief Creative Officer, Mother New York.

 “You feel it anytime you open the app and that's what we wanted to capture with this platform and the work. The brand is on the threshold of becoming a household name, and we’re proud to partner with them on that journey."

Bringing the Magic for Gopuff

StreetEasy’s new campaign brings The Met to the streets of NYC, exploring the journey of homebuying.

StreetEasy’s newest brand campaign, “Let The Journey Begin,” mixes Renaissance flair and classic art to capture the conflicted feelings experienced throughout the journey of purchasing a home in New York City.

The work dominated the streets and subways of NYC in Spring 2024. 

Let the Homebuying Journey Begin with StreetEasy

Wall Street Journal is running blank Evan Gershkovich articles to mark one year of detainment. ‘Missing Articles,’ developed with Mother, is part of an awareness effort around the WSJ journalist’s detainment in Russia. 

A year after Wall Street Journal journalist, Evan Gershkovich, was detained in Russia, we worked with them to create an awareness campaign including "Missing Articles". By leaving blank space in the newspaper where Evan's articles should be, it is designed to bring his detainment back into focus. 

"Missing Articles" from WSJ Marks One Year of Detainment for Evan Gershkovich

The Drum picks up Mother's work for Dave & Buster's Spring Break with Jersey Shore's Pauly D. 

"Spring Break, a federal holiday? A certain Jersey Shore star would say “yeah, buddy” to that idea. In Dave & Buster’s latest campaign, DJ Pauly D ditches his DJ booth for a presidential podium to make this vision a reality."

DJ Pauly D Leads Dave & Buster’s Spring Break Revolution

Mother New York crafts a short film about empathy, directed by Diego Contreras of Love Song. 

Mother's latest work for Amica is lauded by Ad Age for its ability to connect with the consumer on an emotional level. Read more and see the work 

Amica Insurance Tackles the Loneliness and Isolation of Modern Life

Mother NY CCO and ONE School Co-Founder shares his experience working with The One Club. 

The wake of the 2020 murder of George Floyd brought numerous racial and social issues into the glaring public spotlight. It also brought Brooklyn–based creative Oriel Davis-Lyons into the One Club community for an opportunity to make some genuine changes for our industry. The result? The creation of 

, a truly revolutionary free portfolio school that helps bring more Black creative talent into the business.

Learn your Craft with Oriel Davis-Lyons

“Mother was a good fit in terms of alignment of values,” said Alison Whritenour, CEO of Seventh Generation.

Mother was a good fit in terms of alignment of values, CEO Alison Whritenour said. “What stood out to me from day one was that Mother is a company that’s trying to make their children proud. We’re on a mission to nurture the health of the next seven generations. And so we both came into this with ideas that were much bigger than our individual selves.” 

Seventh Generation Selects Mother New York as its AOR

Dow Jones, parent company of The Wall Street Journal (WSJ), Barron’s, MarketWatch brands, among others, has selected three new agency partners—Mother, Mediahub and TBWA Worldwide subsidiary EG+–following a review it launched in March.

Sherry Weiss, Chief Marketing Officer of Dow Jones and The Wall Street Journal, stated: “We are delighted to announce our partnership with Mother. In the fast-moving world of news and information, we’re constantly seeking out opportunities to innovate and build on our creative approach. We believe that Mother will bring the appropriate expertise and sharp thinking to lead us into the next era of our brand narrative, supercharging audience engagement at such a pivotal time for our industry." Read more about the appointment at 

Dow Jones Selects Mother New York as its AOR

Charlie McKittrick, Mother USA's CSO, joins the chairs of the 2023 Jay Chiat Awards to discuss the judging experience.

Charlie, Mother USA CSO and Partner, is the head juror of the Sustainability category for the 2023 Jay Chiat Awards. In an interview ahead of the award show, Charlie discusses his approach to his craft, the advice he’d give his younger self about his future specialism, and the greatest strategic campaigns of all time.

Charlie McKittrick on the 2023 Jay Chiat Awards

President and partner of Mother Industries speaks to LBB’s Addison Capper about creating a place where the most creative people in the world want to work. 

In five minutes, Mother’s president, Teri Miller, touched on her ambitions for the agency, her favorite projects to date, and what’s to come. Read more at 

Five Minutes with Teri Miller, Mother's US President

Adweek announced the 2023 Creative 100 and to our delight (but no surprise!) featured our very own Oriel Davis-Lyons.

 announced the 2023 Creative 100 and to our delight (but no surprise!) featured our very own Oriel Davis-Lyons.

When interviewed for the article, Oriel discussed his career path from chef to CCO, his instrumental role in creating 

 and the challenges we still face in the industry.

“We have to prove that this industry can be a place where new voices and perspectives are valued, that we can put empathy and respect at the core of our business model, and that we can still achieve the heights of creative excellence we all aspire to,” he said.

 and a round of applause to all those featured.

Oriel Davis-Lyons named to Adweek’s Creative 100

"We looked around and realized we needed someone with Marianne’s skillset, which led to her becoming Mother USA’s Chief Community & Communications Officer. While she’s building our community of alumni, friends and family, she’s also leading our PR and Comms function." 

As Chief Community & Communications Officer for Mother USA, Marianne will focus on building Mother’s community of alumni, friends and family in addition to leading the PR and Comms function.

 explains her appointment and role in more detail. 

News. The not depressing kind.

Cheerios and Annie’s Center Families Ahead of Back-to-School Season

Cheerios and Annie’s Center Families Ahead of Back-to-School Season

Bombay Sapphire and Mother Join Forces

Go Together with Amica Insurance

The Market Is Yours with iShares

Mother Elevates Next Generation of Global Leaders

Mother Sponsors Young Lions' Digital Category

Amica Insurance Rallies Boston Celtics Nation With "Calling New England"

It's Official. Nicole Rowett is our Managing Director

General Mills Adds Mother to Creative Roster

Introducing MiLB's Munchie Mitt

Mother's First Campaign for Wall Street Journal

Introducing Auntie Whine