Mother creative Stuart Outhwaite said, “It’s an opportunity for all writers at Mother to come in and have a go; relief for the frustrated creatives who want to do things other than advertising.”
The swap is that the agency is reducing the fees it charges the magazine for work it does for it, and the magazine offers the pages for the agency’s project. The agency hopes to publish all the installments (three more are planned) as a graphic novel that can be bought.
I think this is a very clever idea. Mother's management is smart to position it as something they are doing for the good of their creative team [talent attraction and retention], when it's also clearly a new business development tool.