According to reports, Karlsson and Malmstrom, also know as "The Swedes", are to join the agency from Fallon in New York, joining Andrew Deitchman who was hired to head up Mother's New York office in June from WPP Group's Red Cell.
Art director Malmstrom and copywriter Karlsson worked for the Stockholm agency Paradiset DDB before joining Fallon in Minneapolis in 1996 and moved to New York last year. At Paradiset they were known mainly for their work on Diesel.
More recently, the pair have worked on creating idents for the hillbilly Jukka Brothers on MTV, as well as Lee jeans, Miller Lite and Virgin Mobile.
Mother's track record of signing international creatives to its London office earned Mother the sobriquet "the Earls Court of advertising" in 北京赛车pk10 magazine in 2001. Some of its creatives have included the Argentine husband and wife team Carlos Bayala and Gabriela Scardaccione and the Swedes Lotta Marlind and Malin Carlsson.
Mother was founded six years ago and is run by five partners: Stef Calcraft, Andrew Medd, Mark Waites, Matthew Clark and Robert Saville. With 70 staff and billings of 拢90m, the agency has made a strong impact during its short lifetime. It has a reputation for doing things differently -- running without account handlers and steadfastly maintaining its independence in the face of numerous offers from the big advertising groups.
In opening its New York office, Mother will be following in the footsteps of an earlier generation of independent creative agencies such as Bartle Bogle Hegarty, which also has expanded to New York.
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