With the global Lowe network introducing a new brand identity to reinforce its position as a global challenger and creative boutique, local Lowe and Partners SA has rebranded as MullenLowe SA.
This follows Lowe and Partners’ merging with IPG agency network Mullen in the US in May 2015 to form the MullenLowe Group. Now, all Lowe agencies will be renamed MullenLowe across 90 offices in over 65 markets globally.
The MullenLowe South Africa offices in Johannesburg and Cape Town have been restructured to form a streamlined offering that chief creative officer, Kirk Gainsford says benefits clients as there’s no silo mentality, which suits the agency’s intention to keep punching above its weight as creative challengers.
The MullenLowe Group network will now consist of four 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 behaviour-driven activation, CRM and shopper marketing.