Mother
Mother’s mission is clear: Make our children proud. It does so through its work, but also its benefits. Mother has some of the strongest benefits in the industry with six months of paid parental leave, up to $50,000 in reimbursement for IVF, support for parents through BenefitBump, sabbaticals and other mix-and-match perks for employees.
As for the work, Mother pushed Paid Leave for All with a series of children’s books titled Get Your Sh*t Together, Baby and promoted them through celebrity readings. Meanwhile, it designed a couch that can float to raise awareness about rising sea levels, and it created The Gay Blood Collection line of products to spotlight the fact that the U.S. is one of only a few nations that bans gay men from donating blood.
How it’s building a better agency: “We believe we’re building a truly creative company. Mother was founded around a kitchen table, with a seat for everyone: creatives, account, strategists, producers and the client. It created a culture of collaboration and accountability,” said Peter Ravailhe, partner and CEO for Mother U.S.
“We’re relentlessly seeking how we can continue growing, to solve bigger problems, collaborate with next generation talent and express our work through a greater variety of canvases. That’s why we’ve extended our kitchen table to include design, media, modern production, PR, ventures and more to come. The aim has never been ‘to get more scope’ or ‘what’s going to drive greater margin contribution’ but rather to simply be more creative and entrepreneurial in the problems we are solving.”
Translation
Translation gets culture. Or maybe more appropriately, Translation makes culture. The agency consistently creates stellar work to open the NBA season—and celebrate it as the season goes on. In the past year, Translation has also tapped NBA stars like LeBron James for an emotional spot about fatherhood for Beats and Giannis Antetokounmpo for a game of horse with comedian Hasan Minhaj for WhatsApp.
Last year, Adweek named Translation our 2022 Multicultural Agency of the Year. The agency remains one of the most diverse shops in the U.S. and has more than 400 relationships with diverse or minority-owned organizations.
How it’s building a better agency: “Our legacy, along with our future, is rooted in our conviction that the correlation between financial capital and cultural capital is stabilizing, and as such, the modern marketer and the modern creator have better-aligned incentives today than ever,” said Chaucer Barnes, chief marketing officer of Translation + UnitedMasters.