Preacher’s in Town: Mother N.Y. Vets Start a New Agency in Austin
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Creative chaos is about to descend on Austin, Texas, for the annual SXSW festival, and a trio of alumni from Mother New York have chosen the moment to spread the word about Preacher, a new full-service creative shop they hope will capture and contribute to the town’s booming spirit of innovation.
The agency’s founders and sole employees so far are Creative Director Rob Baird, Head of Strategy Seth Gaffney and Managing Director Krystle Loyland. At Mother New York, the three oversaw clients from Burger King, Devo and Dell to Stella Artois, Sour Patch Kids and Virgin Mobile. Their combined CVs include earlier stints at other notable creative shops including Fallon, Crispin Porter & Bogusky, Wieden & Kennedy, New York and TBWA/Chiat/Day. They departed Mother last December on good terms, although Mother’s leadership now spite Austin — just a little bit.
“Rob, Krystle and Seth are first and foremost our friends and will always be part of the Mother family,” said Paul Malmstrom, co-founder at partner at Mother New York. “We couldn’t be prouder or more excited to cheer them on along their journey and we are incredibly jealous of Austin for now claiming three of the most creative, talented and brilliant minds we’ve ever met.”
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