Mother plans ‘Virgin-style’ brand stretch

Mother, the ad agency set up by ex-GGT creative director Robert Saville, is planning to extend its brand into magazines, retail and products such as fashion.

Saville, who was recently joined by his joint creative director from GGT Jay Pond-Jones, says he believes the Mother brand can be stretched beyond advertising into other areas, and he is looking to strike deals.

A magazine for designers has already been produced and Saville says he would like to set up a retail division, possibly selling clothes.

He is unwilling to reveal more details, but says he would like to mirror Richard Branson’s development of Virgin into many areas such as retail, fashion and travel.

Mother was set up last December when it won the launch account for Channel 5. Since then the agency has won business for EMAP Radio’s Magic AM, Unilever’s Batchelors Supernoodles, Virgin Net, publisher Wagadon, Coca-Cola GB’s 3m Lilt account and the Kickers shoe brand.

The agency, which has offices in London’s Soho Square, is planning to move to larger premises.

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