Mother is on to something
Claire Beale, Editor, Campaign, writes on advertising for i, The Independent,
30 January 2012 (Agencies)
“They (agencies) realise their creative departments have more to offer clients than the execution of a standard brief. From writing books and plays, to creating theatrical experiences, to putting an entire event package…agencies are building brands through new forms of content and different entertainment channels.
“What few agencies have so far cracked is how to create entertainment content they own themselves. Agencies like Mother are learning the tricks of a whole new trade.”