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Mother Hires New Strategist to Help Build ‘Bigger Brain’

Charlie McKittrick is basically moving down the street as the 10-year Ogilvy vet has now joined up as a strategist with Mother New York. Regarding the reason for moving, McKittrick, who will be partnering with Mother’s Phil Graham in boosting the agency’s strategy unit, offers an interesting statement, saying, “The brief to me was ‘we want Mother to have a bigger brain’ which is pretty daunting given that Mother is producing some of the most creative, interesting and diverse work in the business.  But my passion is for the breadth of what modern ‘strategy’ needs to contribute to advertising in 2011, and where better to apply that than at a place as creatively promiscuous as Mother?”

Before he signed on with Mother in order to apply his form of “modern strategy” and attempt to increase brainpower, McKittrick led the 20-person Marketing Strategy practice at Ogilvy, working on plans for clients such as IBM, Motorola, Yahoo and Six Flags. McKittrick’s most recent global assigments were for Coke Zero, UPS and, um, BP.

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