Mother New York has hired Nedal Ahmed as executive creative director, effective November 20, the company shared exclusively with Campaign US.
She joins the office’s two other ECDs, Karla Mileski and Gustavo Dorietto, and reports to chief creative officer Oriel Davis-Lyons.
Ahmed joins from Google Creative Lab, where she was most recently creative director for Google Pixel. Before Google, Ahmed was creative director at Wieden + Kennedy Tokyo, leading creative on accounts including Nike, Tinder and Ikea.
At Mother, she will be responsible for leading creative on several accounts and overseeing a team of eight creatives. Mother declined to name the accounts.
“I've done work in the U.S. and outside of the U.S., but coming back, I feel like there's a lot of what I would call ‘filler work,’” said Ahmed in an interview with Campaign US. “There's a lot of work that feels middle of the road, and I think brands are just making work to make work. But it's time to do work that gets the reaction of people. That's something that I have a track record for, and it tends to be a positive reaction.”
She joins as Davis-Lyons looks to build a diverse department of local and global talent to service the agency’s growing roster of clients, recently making seven new creative hires team from creative partners to executive creative director Gustavo Dorietto.
The agency was also selected by Dow Jones, parent company of The Wall Street Journal , Barron’s and MarketWatch, among other media brands, to be its lead creative agency, responsible for managing creative, brand and design strategy, following a review launched in March.
In a statement, Davis-Lyons said Mother’s ambition is to “build a company where the world’s most creative people do iconic and impactful work. But also to do it in ways that make our children proud.”
“Nedal not only has a global record of effective, awarded and highly crafted work, but is also a natural mentor with a real desire to help grow the next generation of talent. We’re very fortunate to have her join us,” he said.