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Mother says „Hello Berlin!” - and meet MOTHER at UPDATE-23-BERLIN
Alexander Nowak has come to Berlin from Droga5 New York and is heading the first Mother office in Europe. Mother, the independent creative company, has set up shop in Berlin as its first branch in mainland Europe. The Chief Creative Officer and Creative Partner of which is Alexander Nowak.

Mother is known for identifying and attracting the world’s best talent – and every Mother office has been opened with this in mind. With Alex, the Mother Family has appointed one of the most renowned and awarded creatives as their business partner to work with the talent and dynamic business scene for which Berlin is becoming synonymous. Alex is the former Global Head of Art at Droga5 and worked closely with Felix Richter, now CCO at Mother London, as part of the creative leadership team at the Droga5 New York office for over a decade.

“It’s our mission to create a culture that attracts the best talent from around the world to Berlin, no matter what seniority level or background. An environment where we’ll get to do the best work of our lives for our clients. Mother Berlin will radiate radical positivity,” says Alex Nowak, Chief Creative Officer Mother Berlin.

Mother Berlin aims to become an integral part of the cultural fabric and would like to offer clients based in mainland Europe progressive cultural impact at the highest level. Mother Berlin was conceived as a creative workshop, combining the best aspects of German business practices – with a focus on learning, educating, and contributing to the creative community – while promoting world-leading communication techniques and approaches with experimentation and iteration at their core.

The office of Mother Berlin is in the final phase of construction, but in the meantime, Alex has set up a temporary workspace at Espressobar in Charlottenburg’s Mommsenstrasse – where he can be found on most days and will meet with clients and potential team members amid finest baked goods and coffee specialties. Mother has partnered with the family-run coffee bar and bakery, firstly to establish a meeting place, but also to support Espressobar, one of millions of small businesses facing rapidly rising energy costs.

“We have admired the values and traditions of German business for quite some time. With Alex, Berlin and the support of the entire Mother Family, particularly our team in London, we believe we can become a successful destination for creative-minded talent and clients in a market which is both a gateway to Europe and so important in its own right. This is an exciting and very promising addition to the Mother Family,” Michael Wall, CEO Mother Global.

Katie Mackay-Sinclair, a partner at Mother adds: “We are thrilled to welcome Alex as a part of the Mother Family. And so happy that he and Felix are being reunited, albeit in different cities. When we decided to open in Europe, there was nowhere else we wanted to be. Berlin thrills us and … Mother has always gone where the talent is and sought to provide it with a truly independent creative home. Alex and Mother Berlin are the right team in the right home in the right city at the right time.”

Joining the Mother Family reunites Alexander Nowak with his former creative partner Felix Richter, the CCO of Mother’s London office. Born and raised in Germany, Alex spent nearly his entire career at Droga5 New York where he has shaped the creative landscape of the advertising industry with pioneering campaigns for brands such as Google, Under Armour, Hennessy, and Lululemon.

With more than 60 Cannes Lions to his name, including two consecutive Grand Prix, he was named Ad Age’s Creative Director of the Year in 2017. Alex’s journey in the world of visual arts began when he started studying architecture. After graduating in 2008 with honors, he discovered his passion for art direction. Following a decade at Droga5 New York, he returned to Germany.

Working in New York, a global stronghold for creative advertising, Alex always kept close ties to his home country – thus making this such a unique opportunity for Mother to have a German native with so much international experience now at the helm of Mother Berlin.

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Hivestack & PSI launch first programmatic digital out of home (DOOH) campaign on the Paris Metro for TOMMY HILFIGER ‘Pass the Mic’
Hivestack, the world’s largest, independent, programmatic digital out of home (DOOH) ad tech company today announced a collaboration with Posterscope International with the successful delivery of their first ever programmatic digital out of home (DOOH) campaign in the heart of Paris, powered by the Hivestack DSP.
The TOMMY HILFIGER ‘Pass the Mic’ campaign was launched for two weeks across 342 premium DOOH screens in high-traffic Metro stations in central Paris with the leading media owner in Transport, Mediatransports via a Private Marketplace (PMP) deal. 
By utilising Hivestack’s unique Custom Audience solution, combined with  PSI’s location intelligence platform, valuable new target regions were identified. Hivestack’s analysis of geotemporal impressions meant the campaign delivered against target audiences, heavily reducing wasted campaign delivery over the course of the campaign by only utilising budget on slots when the target audience concentration was high.
William Brownsdon, Managing Director EMEA at Hivestack said: “We are incredibly excited to announce this work with PSI and the successful delivery of the first ever programmatic DOOH campaign in Paris with the biggest media owner in France - Mediatransports.”
“Location data has been utilised in OOH for many years but using Custom Audience targeting to reach audiences at scale with precision is not something that has ever been possible until now. With the onset of DOOH in recent years, location intelligence has become more sophisticated, allowing marketers to more effectively plan site selection, day-parts, environments and formats. Programmatic allows us to take these guiding principles of OOH planning one step further and operate outside of the spot in loop. It is a pivotal moment in time for the OOH industry.” 
Camille Uzan, Global Account Director at PSI said: “As an international business, the ability to plan across multiple markets all over the world from a single and consistent access point is a remarkable development. In the post-pandemic world, the flexibility offered by programmatic DOOH is a welcomed relief - the agility of the channel gives brands the power to increase or decrease ad spend, adjust campaign parameters, or even pause campaigns altogether.  In addition, the platform allowed us to create our own Custom Audience within the city, ensuring the campaign was lighting up at the right time to engage with our client’s audience, and the right location to have stronger resonance with the surroundings.”

Hivestack is the largest independent, global, full stack, marketing technology company that powers the buy and sell-side of programmatic digital out of home (DOOH) advertising.  © // 1 file show complete blog
IMAGE // Hivestack & PSI launch first programmatic digital out of home (DOOH) campaign on the Paris Metro for TOMMY HILFIGER

​Grey Deutschland opens Hamburg Office
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