As independent agencies gain momentum as an alternative to holding companies, Mother sees an opportunity to double down on its positioning as a global independent.

“It feels like the time is ours,” Mackay-Sinclair told ADWEEK. “When we look at the context of our industry, there are mergers, there’s collapsing of big, established creative brands.”

In Mackay-Sinclair’s telling, it’s the agency’s longevity that sets it apart: “There might be a lot of indies out there, but you’re not really an indie unless you’ve been doing it for the long haul… We are lucky to be sitting here thinking, ‘What do the next 30 years of Mother look like?’”