Inventive company Mom is increasing to mainland Europe for the primary time by opening in Berlin.

Alexander Nowak, Droga5’s former world head of artwork, will lead Mom’s Berlin enterprise as chief artistic officer and artistic accomplice.

The transfer reunites Nowak along with his former artistic accomplice Felix Richter, who joined Mom earlier this 12 months as world artistic accomplice and CCO of the London workplace.

Nowak and Richter had beforehand labored collectively at Droga5 New York since 2011, with Richter turning into co-CCO in 2019 and Nowak being promoted to world head of artwork. Over that decade, they created among the company’s most notable and awarded work, together with Beneath Armour’s “I Will What I Need” and “Rule Your self” campaigns, Hennessy’s “What’s Your Wild Rabbit?” rebranding and Google Pixel’s world launch.

Mom declined to reveal which shoppers it has in Berlin.

Espresso and creativity

The company is within the last section of building on a everlasting Berlin workplace, however within the meantime, Nowak has partnered with native espresso bar Espressobar in Charlottenburg’s Mommsenstrasse to arrange a brief workspace.

“We’ve lengthy admired the values and traditions of German enterprise. With Alex, Berlin and the assist of the entire Mom household, significantly our staff in London, we imagine we are able to develop into a profitable vacation spot for creative-minded expertise and shoppers in a market which is each a gateway to Europe and so essential in its personal proper,” Mom world CEO Michael Wall stated in an announcement.

“It’s our mission to create a tradition that artistic minds—shoppers and our staff alike—gravitate in the direction of, one the place we’ll get to make the perfect work of our lives. I wish to create an setting that draws the perfect expertise from world wide to Berlin, it doesn’t matter what seniority stage or background. Mom Berlin will radiate radical positivity,” Nowak added.

Since Richter began this 12 months, Mom London has poached Wieden+Kennedy London artistic director Tom Bender as govt artistic director and promoted Nick Hallbery to ecd.

Mom’s headquarters and founding workplace is in London, and it additionally has places in New York, Los Angeles and Shanghai. 

Mom is the most recent British advert company to increase to Berlin. In Could, adam&eveDDB opened an workplace there after profitable German telecom firm Deutsche Telekom’s promoting enterprise.