It’s the football transfer season in the U.K. and those rabid soccer fans at Mother have snared an Argentinean star. The London-based agency has named Carlos Bayala, the executive creative director of Buenos Aires partner Madre, as Mother’s top creative exec.
As global creative partner, Bayala will work alongside Mother founders Robert Saville and Mark Waites (pictured with Bayala) and collaborate with other top agency creative execs like Mother New York co-founder Paul Malmstrom.
Bayala first joined Mother London in 2000 with his wife Gabriella and they created well-regarded work for clients that included Coca-Cola, Unilever Super Noodles, KISS FM and Costa Coffee. Two years later he moved to Wieden + Kennedy, Portland, where he became a creative director on Nike in the U.S. and he later became an executive creative director at W+K Amsterdam where he helped create the Nike 2004 Eurocup campaign.
In 2006, Bayala and his wife rejoined Mother. Working with Alejandro Dominguez, a strategist from Lowe Argentina affiliate Agulla & Baccetti, they launched Madre, the agency’s third office. (Mother likes making big moves on symbolic family events; Madre was officially launched on the third Sunday in October 2005, which is Mother’s Day in Argentina. Likewise, Bayala’s new agency appointment is being announced today on his 44th birthday.) Madre has since won recognition for its Luchetti and Banco Hipotecario work and has grown to a staff of over 40 people.
He will move to Mother London and, working with Dominguez in Buenos Aires, will also focus on expanding Madre beyond Argentina into greater Latin America.
“Carlos is foremost a friend and an incredible human being,” says Saville. “The more people he comes across and works alongside the richer we all become. Having a Madre champion at the center with the other Mother offices is fantastic for everyone.”