Lowe group unveils global rebrand

Rachael Micallef
By Rachael Micallef | 25 January 2016

Australian agencies 303Lowe and Lowe Profero have unveiled new identities as part of a global rebrand of the Lowe Group of agencies.

The IPG-owned network has renamed 90 offices across 65 markets under the moniker of MullenLowe; a reflection of Lowe's merger with US agency Mullen in May 2015.

Locally it means 303Lowe will take up the name 303MullenLowe, while Lowe Profero will also be renamed Mullen Lowe Profero.

In addition, the network has a new brand identity to match the rename. Creatives from MullenLowe Brasil designed the “challenger Octopus”, which is said to signify it as a network willing take risks.

MullenLowe Group Global CEO Alex Leikikh says: “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.”

303MullenLowe CEO Nick Cleaver says the global alignment will act to strengthen his agency's offer and bolster capabilities in pitching and winning global business.

In addition, Cleaver says Mullen shares a lot in common with 303MullenLowe.

“Mullen’s hyper-bundled model has evolved from a belief that we share here that
better client solutions emerge from a multidisciplinary agency environment,” Cleaver says.

“For us, the rebrand comes at a perfect time as our operating model has evolved significantly over the last year or so. It’s appropriate we signal this with a brand identity that better captures what we are as a company.”

303MullenLowe has recently expanded its offering in social media and content, along with media with a new programmatic trading desk. Last year also saw the agency pick up business wins such as Audi and Macquarie University.

Cleaver says the agency's integrated offering means clients get a better outcome, noting: “we like to see ourselves as a different kind of beat where you'll find the different arms of our industry – advertising, data, technical skills and media buying – in one place.”

“What's particularly exciting about our enhanced offer is its ability to bring media insights into the creative development process and data analytics into tracking campaign performance,” Cleaver says.

“We don’t believe there's another agency in Australia with the end to end capabilities we offer.”

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