• by Fern Siegel , October 17, 2024

Nicole Rowett is joining Mother in New York as managing director. 

Previously, Rowett ran the global iPhone business at TBWA\Media Arts Lab. She's worked with a variety of agencies over the years, such as TBWA\Chiat\Day LA, Deutsch LA and in her native Australia.

In that capacity, she's worked on the McDonald’s, TikTok, Disney+, Smashbox, Tripadvisor and The Honest Company accounts.

Rowett will partner with Oriel Davis-Lyons, chief creative officer, and Veronica Thew, head of strategy, to lead the New York arm of the indie agency.

Oriel Davis-Lyons, CCO, said: “A core belief at Mother is that creativity is not just something the creative department does. So, when we were searching for a partner we were looking for someone who — first and foremost - brings creativity to our business, not just business to our creativity.”

Rowett will join officially in mid-November. Oriel Davis-Lyons was hired in January 2023. Veronica Thew came on board in 2016.

Mother New York's client work has included Street Easy, The Wall Street Journal, GoPuff and Seventh Generation. In late September, General Mills appointed three agencies to its creative roster, including Mother.

(Photo, L-R: Veronica Thew, Oriel Davis-Lyons and Nicole Rowett)