Mother Opens Media Agency in London

Above: David Gaines and Tara Grimes

Media by Mother in London has been incubating for nine months - a fitting length of time for the agency’s first international expansion. Media by Mother has officially launched, with a new team and client-focused offering.

Media by Mother in London has welcomed Tara Grimes as director of media, who moves from Media by Mother in New York, where she served as director of media planning for three years. She is joined by David Gaines, CEO and founder of Media by Mother, and Katie Mackay-Sinclair, global partner at Mother, in the leadership team.

Like Media by Mother in the USA, the London office will focus on integrating communications and media planning expertise, data and analytics capabilities, alongside Mother’s signature creative thinking. At the heart of the output will be ways for brands to connect that are built for how people really live, working in partnership with clients and media agencies alike.

David Gaines, CEO and founder, said, "Media doesn't need more complexity. It needs more intelligence, more transparency and more thought. Our goal? Subvert the algorithms instead of mindlessly feeding them client budgets. That's what we've built at Media by Mother, our London office will keep pushing brands forward, not just keeping them afloat."

Tara Grimes, director of media, said, “There’s no better time to bring the spirit of Media by Mother to the UK. Media isn’t about playing by someone else’s rules - it’s about creating the conditions for brands to think, act, and grow on their own terms. I’m excited to bring that thinking to Media by Mother here.”

Media by Mother was founded in New York in 2021, this is the first office outside of the USA.