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Mother, Cumberland Part Ways

After spending nearly two years together, Mother New York and Brooklyn-based Cumberland Packing Corp., which is responsible for Sweet ‘N Low among several other products, have “mutually agreed” to call it quits. Back in January 2010, Mother beat out the likes of Lowe, Dentsu America, Doner and Gotham for the Cumberland AOR duties. During their brief relationship (well, if two years sounds brief to you), Mother worked on everything from advertising to package design for the brand.

Of course, with a preemptive PR strike such as this, all the pleasantries come out, with Cumberland CEO Steven Eisenstadt saying in a statement, “Mother employs some of the kindest and most talented people I know. We will miss working with them and will always hold them in the highest regard.” No word on whether Cumberland’s launching a review in the immediate future, but from what sources familiar with the matter tell us, there were differing views on the direction the business should go. Prior to Mother, fellow New York shop Pedone handled the account.

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