Mother’s Chief Growth Officer Heads to London Alley as Its Ambitions Expand

If you’ve seen Lizzo’s About Damn Time music video, the Lil Nas X "Industry Baby" music video, the esoteric CANN work directed by Lake Bell (Wakanda Forever), Pepsi’s Grease-inspired “The One That I Want'' spot starring Doja Cat, you know London Alley. They’ve historically operated as a music video and commercial production house working with world-renowned talent and brands that want to create work infused with pop-culture. 

Rockstar talent and brands alike have benefitted from the alchemy that occurs when London Alley is in the director’s chair, and more than ever the company is being asked to guide strategy and creative at the ideation stage, long before production begins. In short, brand CMOs are seeing them as a valuable creative partner, blending the speed and craft of a world-renowned production company with the strategic and creative abilities needed to grow businesses. 

So for the last year, they’ve been quietly modifying how they operate, taking on more creative and strategic responsibilities. The company announced the addition of a Creative Studio to the London Alley family, a move that reflects their broadened skills and operational evolution. While not the only major announcement for the company this year, this news represents the first step in its plans. 

LACS offers brands services ranging from creative ideation and strategy to campaign execution and production. The studio serves as a direct-to-brand offering, from creative ideation all the way to production. As it has always done, LACS work will typically range from national broadcast campaigns to social content and activations.

Its work with CANN was its first foray into partnering in a more traditional relationship with a brand. Tasked with producing content that resonates with culture and entertains, the work was so successful that it has generated significant brand interest, and led to new partnerships with Queen V and Ember. 

To manage and accelerate that growth, LACS has hired Mother’s Chief Growth Officer, Alex Gardner. At Mother, Alex led new business and communications, helping win clients like Sonic, Peloton, Tripadvisor, Dave & Busters, Quip and lead the agency to double digit revenue growth during her tenure. 

She also oversaw the successful public announcement of several businesses that fell under the agency's umbrella: Mother Ventures (Investment arm of the agency), Mother Goods (design and product development company), SuperBloom House, Media by Mother.

With over ten years of experience, Alex has worked for some of the most well respected agencies in the industry including BBDO and 72andSunny. 

“London Alley’s DNA is producing music videos based on culturally relevant touchpoints. As CMO, I plan to lean into that sweet spot and build off of it in an interesting way that is appealing to brands and positions us as a nimble, creative studio producing cultural moments at speed," said Alex Garder, CMO, London Alley.

She joins on the heels of the recent announcement of Luke Anderson (Co-Founder of CANN, joining as partner and investor). 

Luke Anderson, Co-founder of CANN and now Partner, Executive Producer at London Alley, has raised more than $30M in funding for the THC & CBD-infused beverage from major institutional firms and celebrity investors including Gwyneth Paltrow, Kate Hudson, Nina Dobrev, and more. Anderson is also the brains behind Cann’s marketing campaigns known to be trailblazing, boundary-pushing, and diverse. 

“The evolution of London Alley into our next chapter is incredibly exciting for our business. We can’t wait to take the success we’ve seen in the music industry and translate that into creating culturally relevant content for brands,” said Luga Podesta, CEO London Alley.

London Alley first made a name for themselves as a music video company, producing dozens of award-winning videos for top artists and companies. The company was designed to help brands engage with consumers by making content that resonates, often with the help of the world’s best known celebrities and musicians. At a time when brands demand culturally relevant content, created nimbly, London Alley is a force to be reckoned with and their superpower is connecting the right marquee entertainers with the right brands to create meaningful impact and output. 

Recent projects include SZA’s “Kill Bill” Music Video, Pepsi's Footloose, and Meta Beat Saber's The Weeknd Battle. They have also partnered with brands including MLB, WhatNot, and YouTube.

The company also has plans to grow a venture studio side of the business, with startups already seeking out the company to help build and grow their brands, serving as a long-term partner that makes real impact because it has skin in the game. 

Headquartered in Los Angeles and New York, with a full time staff of 50, current and past clients of London Alley include Google Play, Pepsi, YouTube, Netflix, MLB, Sony, Kia, Old Spice, Pandora, and Taco Bell, amongst others.