Interpublic is merging creative shops Lowe and Partners and Mullen, to create a new ad agency with a global reach.
All Lowe agencies in key international markets will report to Mullen Lowe Group and Leikikh. Plans are in place to migrate agencies to the Mullen Lowe branding for the bulk of Lowe's current international markets as appropriate over the course of 2015 and 2016.
In the US, Mullen Lowe Group will oversee Mullen's offices in Boston, Los Angeles and Winston-Salem, which will re-brand as Mullen Lowe. The digital capabilities of the Lowe Profero agency in New York and Mullen's integrated media unit, Mediahub, will report into Mullen Lowe Group. In addition, Mullen Lowe Group will open an office in New York.
In the UK, Mullen Lowe Group will oversee DLKW Lowe, as well as Lowe Profero and Lowe Open in London.
In a press statement the, IPG said Mullen Lowe Group combines “two of the most highly-decorated and innovative agencies in the world” and reinforces IPG's commitment to growing a third global full-service network within the company's portfolio.
The new group will be called Mullen Lowe Group and is said to be led by Mullen CEO Alex Leikikh. Meanwhile, Michael Wall, the Lowe and Partners CEO who helped create the roadmap for the announcement and has decided to leave the company after a brief transitional period.
In a press statement, Wall added that Lowe has over the years been working closely with the team at IPG to enhance Lowe's progress in terms of its capabilities in the key markets around the world. The earlier addition of Lowe Profero put digital at the agency’s core.
“The U.S. is the key piece to accelerating this performance. And with Alex and the exceptional team at Mullen there is a great basis to build on our mutual success," Wall said.
Michael Roth, chief executive officer of Interpublic Group added, "We have been clear that, with the diversification of Lowe's offerings and its improved performance, the key for the network is now continuing its global growth, including the U.S., the world's largest ad market.”
By creating Mullen Lowe Group, IPG will now be able to “unlock this potential, and simultaneously provide a gateway to global talent and service infrastructure for one of its most dynamic and contemporary Us agencies,” he added.
" The shared spirit of both agencies will drive a global creative group focused on clients who share our 'always think like a challenger' approach. The timing and the partnership are perfect, as we have U.S. clients asking us to take them global and we have a common goal with Lowe to be the most innovative and creative agency in the world," said Leikikh.