MullenLowe Group advertising & marketing profile

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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 to create MullenLowe. Digital network Profero was acquired in 2014, as well as German agency GGH.

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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. See also:


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MullenLowe USA 303 MullenLowe Australia
MullenLowe London GGH MullenLowe
MullenLowe Strateus France MullenLowe Brindfors Sweden
Ponce Buenos Aires MullenLowe China
Borghi/MullenLowe Brazil  

Recent stories from Adbrands Update:

Adbrands Daily Update 20th Nov 2019: Another week, another account loss for Wunderman Thompson. Following on from the loss of its biggest Johnson & Johnson US consumer healthcare clients a month ago, the agency also bids farewell to the rather larger contingent of similar brands in the Bayer portfolio, and on a global basis too. Brands including Berocca, Canesten, Redoxon, Rennie and Supradyn are all moving to Mullen Lowe, who will now share responsibility for the full global portfolio with BBDO.

Adbrands Social Media 16th Apr 2019: "To Every Insect I've Killed Before". This hilariously oddball campaign from MullenLowe Bangkok for local insecticide Chaindrite has everything we've come to expect from Thailand's unique style of advertising. Above all, there's that combination of the surreal and the sentimental, topped off with the country's distinctively abrasive demeanour. And some people say New Yorkers have a reputation for being rude to one another! They clearly haven't met a Thai in a temper. (Credit to comedy site for the subtitled version).

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.

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