Carlos Bayala, founding partner and executive creative director of Madre, Mother's partner agency in Buenos Aires, is to take on a lead creative role within the global Mother family.
From immediate effect Carlos will be working alongside Mark Waites and Robert Saville in his new role as a global creative partner. In collaboration with Paul Malmstrom, partner of Mother New York, he will help to guide the creative ambition for the Mother brand globally and lead many of the global opportunities. Carlos will also be driving the search for the most interesting creative talent around the world.
In addition to his global responsibilities he will also lead the development of the Madre brand into the Latam region, working with Madre Partner Alejandro Dominguez to further grow Madre's creative and commercial interests beyond Argentina.
Carlos will also be key in working alongside his creative partners, Paul Malmstrom, Michael Ian Kaye and Tom Webster in the U.S., Sebastián Stagno and Rafael D’Alvia in Argentina, Stephen Butler in London and Gustavo Sousa, to help better connect, share and develop the talent and the work across the globe.
Over the past three years Madre has been preparing the ground for a new creative leadership team to work alongside Alejandro Dominguez and Gabriela Scardaccione. Sebastián Stagno and Rafael D’Alvia, previously ECDs at Madre, were recently made Madre partners during this planned transition.
Carlos first joined Mother London in 2000 with his partner and wife Gabriella, and developed campaigns for clients including Coca Cola and Unilever. He moved to Wieden & Kennedy Portland in 2002 to become creative director of Nike US. He later became executive creative director at Wieden & Kennedy Amsterdam, where he led the Nike Eurocup 2004 campaign.
Carlos and Gabriella launched Madre with Alejandro Dominguez in 2006. Madre has since grown to over 40 people. The agency scooped the APG Grand Prix twice in a row for its Luchetti and Banco Hippotecario work and is currently the APG Agency of the Year. Madre’s awards include the 2010 Grand Prix in El Ojo de Iberoamerica, 2010 El Sol de San Sebastian and 2011 Grand Prix for best TV campaign at the Creative Circle in Argentina. The agency’s ‘Mama Luchetti’ ad was also voted Argentina’s favourite campaign.
Carlos Bayala says: "I am not kidding myself and I know that this is mainly the result of the work that Madre, as a team, has produced. I cannot but thank Ale, Gaby, Sebas and Rafa and the Madre team as a whole for understanding what makes Mother a special, fresh, intuitive culture that leads to some very smart solutions with magic results. Robert and Mark have been incredibly influential in the way not only I work but also see this profession. Partnering with them, and getting to work alongside people I admire like Paul Malstrom, Stephen Butler, Tom Webster, Michael Ian Kaye and Gustavo on this new role will be amazing. This includes my Madre partners, they haven’t got rid of me at all!"
“Carlos is foremost a friend and an incredible human being,” adds Robert Saville. “The more people he comes across and works alongside the richer we all become. Having a Madre champion at the centre with the other Mother offices is fantastic for everyone. I'm also truly excited about the future for Madre as the leading creative light in Argentina and the region. The team there led by Ale, Gaby, Sebas and Rafa are pure in their creative ambitions. These are bloody exciting times.”
“This is great news for the Mother group. Carlos is a huge talent who we're looking forward to spending more time with. I'm just amazed we dragged him away from his beloved River Plate,”
Mark Waites concludes.