MullenLowe Group - as the former Lowe & Partners was renamed in 2015 - is the smallest of three global advertising networks within marketing giant Interpublic. Lowe has been the subject of a string of restructurings in recent years in an attempt to bolster chronically patchy performance. Despite often brilliant creative work, Lowe has traditionally had difficulty in the past hanging onto key global clients other than its longtime partner Unilever. The network's troubles arguably began in late 1999 when the original Lowe & Partners agency merged with ailing stablemate Ammirati Puris Lintas to form Lowe Lintas. That move was designed to enhance the respective strengths of two agencies which had hitherto lagged some way behind big sister McCann Erickson, but the Lintas name continued drag the agency down and it was finally phased out in 2001. Other realignments followed, often with limited noticeable improvement. Lowe's New York outpost was folded in 2009 into Interpublic stablemate Deutsch, which became the North American arm of the worldwide network. The struggling London office merged the following year with indie DLKW to form DLKW Lowe. Though these measures appeared finally to have returned greater stability to the network, there was another reshuffle in 2013 when Campbell Ewald replaced Deutsch as its US representative; then again two years later when Campbell Ewald was replaced by Mullen. Digital network Profero was acquired in 2014, as well as German agency GGH.
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|MullenLowe Open||MullenLowe Profero|
|MullenLowe USA||303 MullenLowe Australia|
|MullenLowe London||Lowe Roche Canada|
|MullenLowe Strateus France||GGH MullenLowe|
|Ponce Buenos Aires||MullenLowe China|
|Borghi/MullenLowe Brazil||MullenLowe Brindfors Sweden|
Adbrands Weekly Update 24th Jun 2018: Cannes Lions 2018: And so Cannes Lions 2018 draws to a close. Colombia's rural population was the beneficiary of the winner of the Grand Prix in Innovation, awarded to the country's Ministry of Communication & Information and MullenLowe SSP3 for the brilliantly clever 'My Line' service, powered by Google. This brings the power of the internet to the whole half of the country where there is no internet or 4G service. My Line is a traditional landline telephone number. Users who require information can call the number and ask their question. This is instantly relayed to the Google Assistant AI app, which finds the answer and speaks it back to them over the phone.
Adbrands Social Media 11th Jun 2018: "Mas Unidos Que Nunca". This stunning spot from MullenLowe's SSP3 outpost in Colombia for AB InBev's Aguila beer is more World War 3 than World Cup 2018. But it certainly grabs your attention. The underlying concept is to offer a rallying cry to the Colombian nation to put aside their own deep political divisions and join together - to be "more united than ever", suggests the slogan - in support of the national team's upcoming bid for glory in Russia. Incidentally, before all you England fans out there take offence, that red cross on white isn't intended to represent our own St George's flag; it's just one of Colombia's two opposing political parties, whose respective red and blue colours are drowned in a sea of yellow. It's Aguila beer raining from the heavens!
Adbrands Weekly Update 26th Apr 2018: Edgewell Personal Care - owner of the Schick and Wilkinson Sword shaving brands, Banana Boat sun cream and multiple other brands - has named MullenLowe as its global creative agency. The business transfers from longtime incumbent J Walter Thompson.
Adbrands Weekly Update 29th Mar 2018: Ads of the Week "Nature Signs". Few ad concepts could be simpler than this powerful spot from MullenLowe's SSP3 outpost in Colombia, of all places, for local lobbying organisation Conservation International. It's clearly an ad that deserves a wider audience. There can be no more compelling argument than this extraordinary compendium of actual footage, almost all of it, as the signs testify, sourced in the US rather than any more far-flung global location.
Adbrands Weekly Update 6th Apr 2017: Did somebody put Viagra in the water coolers at MullenLowe? It's rare enough for that Interpublic-owned agency to make a single appearance in the week's new business listings, but three notable wins - including the week's two biggest - is practically unheard-of. This week, MullenLowe captured the E*Trade account in the US from R/GA as well as AksoNobel's global decorative paints portfolio, including Dulux, from BBH. This morning it added Mini in South Africa to complete the hat-trick. Meanwhile, global creative chairman Jose Miguel Solokoff will add the title of chief creative officer for the London outpost, still the network's main international hub.
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