A visit to Mother’s Brooklyn, N.Y., headquarters reveals the independent agency’s attention to detail in showcasing originality while fitting the broader idea of what an agency should be. It’s set in a cool warehouse location in the industrial Gowanus neighborhood, complete with vintage wood furniture, massive bar for coffee and beer, lunch from a local vegan eatery — even a baby amphitheater for Monday motivational meetings.
Media by Mother, the agency’s 3-year-old media agency led by Dave Gaines — whose holding company background at various WPP and Publicis units over the last three decades shaped his vision to create something different — has applied a similar approach to its digital media investments for its clients.
Gaines explained that Media by Mother crafts digital campaigns by putting its design team at the center of the effort, almost as a form of quality assurance before the ads get placed. Led by executive creative director Ryan Adair, the design team makes use of software called Seltra that the agency’s design team has “hacked” to get extremely granular in the makeup, look and feel of its work.
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