MullenLowe Group has unveiled plans for its new global corporate identity.
This follows the formation of the network from the merger of IPG agencies Mullen in the U.S. with global creative network Lowe and Partners.
The new brand identity aims to position MullenLowe Group as a global creative boutique, with a challenger approach delivered through a “hyperbundled operating model”.
The MullenLowe Group network will now consist of 4 main brands: MullenLowe, delivering integrated marketing communications solutions, MullenLowe Profero, the digital pure-play network, MullenLowe Mediahub, providing media planning and buying solutions, and MullenLowe Open offering behavior driven activation and shopper marketing.
As of January 2016, all Lowe agencies will be renamed as MullenLowe, across the 90 offices in over 65 markets globally.
To visualise the new brand identity, the network has designed a new logo, with the ‘Challenger Octopus’ marque being developed out of MullenLowe Brasil. Jose Miguel Sokoloff, president of the MullenLowe Group global creative council said, “The new ‘Challenger Octopus’ brand identity perfectly embodies the positioning of MullenLowe Group, as a creative company with a challenger attitude that is willing to take risks, and underscores a key competitive advantage of our network with our hyperbundled offering”.
Alex Leikikh, global CEO of MullenLowe Group said: “The creation of MullenLowe Group has given us the opportunity to create a whole new type of global communications network. A network not defined by silos. A network with integrated communications planning built into the model. A network where we bring together the best cross section of our talent across all disciplines to work on client business challenges and drive more creativity”.