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Imogen Carter
Strategy Director at Mother
Imogen Carter is the Strategy Director at Mother, a creative agency based in the United Kingdom.2 She has been involved in notable campaigns, particularly for Ikea UK. In December 2024, Carter spoke at the Most Contagious festival about Mother's partnership with Ikea UK and how they adapted to changes in the brand's global TV strategy.1 She played a key role in helping Mother transition from creating large-scale TV campaigns to developing creative solutions for smaller briefs, such as store openings and recruitment campaigns.1
Carter's background includes:
- Education: University of Bristol2
- Current position: Strategy Director at Mother2
- Experience: Worked on various campaigns for Ikea UK, including innovative approaches to recruitment and holiday marketing1
In her role, Carter has been instrumental in maintaining and evolving Mother's long-standing partnership with Ikea UK, focusing on turning small briefs into impactful creative work.1 She emphasizes the importance of teamwork between the agency and the client, viewing Mother as an extension of Ikea's team rather than a separate entity.1
