MullenLowe London advertising & marketing profile

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MullenLowe London adopted its current name at the beginning of 2016, following the merger the previous year of the global Lowe & Partners network with US agency Mullen. It is the most recent of a series of restructurings. Until that point, the London agency had spent five years as DLKW Lowe, the product of an earlier combination of highly regarded independent Delaney Lund Knox Warren with the local Lowe outpost. Once one of the UK's top agencies, Lowe London had wrestled with a string of disastrous account losses since the end of the 1990s. During that same period, independent agency DLKW expanded in exactly the opposite direction, finally becoming one the UK's top ten agencies for the first time in 2009. By then, though, DLKW's directors had agreed a deal to sell out to fast-expanding UK marketing group Creston. It was all change again in 2010, when Interpublic agreed to acquire DLKW from Creston and merge it with Lowe London. However, only a little of DLKW's magic rubbed off on Lowe, and after a brief honeymoon period, the new DLKW Lowe also steadily wilted. The 2016 rebranding was yet another attempt to curb that decline. So too was the acquisition and absorption of yet another London indie, 101, in 2017.

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Recent stories from Adbrands Update:

Adbrands Daily Update 7th Jan 2020: "Drive Safe". If you're a sheep, it's probably fair to say, life is really pretty mundane. There aren't many major incidents to recall when you find it all flashing before your eyes at the point of your imminent extinction. Just about enough for a 30-second commercial; definitely not the full 60. But it's still life; your life. That's the underlying premise of this entertaining spot from MullenLowe London for Subaru, highlighting the company's automatic object detection braking system. Features a fine performance from the sheep.

Adbrands Social Media 20th Mar 2019: "Boy". Ten-year-old Mickey Pickles is a superb frontman for MullenLowe London's fine campaign for the British Heart Foundation, which aims to show that problems with your heart manifest themselves in other ways too. Heart disease also contributes to health issues including diabetes and dementia. What a natural star Mickey is! And he knows whereof he speaks, as is demonstrated by that fine scar running down his chest, the legacy of a heart operation when he was a baby. (Non-British viewers might need to play this a couple of times to acclimatise to Mickey's chirpy Northern accent).

Adbrands Social Media 7th Jun 2018: Jeez, guys, it's only a restaurant... MullenLowe London rather overstates the healing powers of Japanese eatery Wagamama but the ad is great nonetheless, especially in its blend of animation and live action and quick-cutting high-stylism. The food looks great too (slightly better, we might add, than it usually does when it reaches *my* counter table). Hey, Adbrands, stop carping, just enjoy the ad. True enough, it's a great campaign.

Adbrands Weekly Update 24th Aug 2017: In yet another attempt to repair the long-suffering Lowe network, the London office of what is now MullenLowe has absorbed independent agency 101, with that shop's founders Phil Rumbol, Laurence Green, Mark Elwood and Steve Waring all joining the combined unit's management team in senior roles. Interpublic has been fighting fires in different parts of the old Lowe business for at least a decade, and the network has developed something of a reputation as a black hole for previously thriving standalone agencies. IPG keeps trying to boost performance by combining Lowe with other agencies but to no lasting effect. Once one of the UK's most important agencies, Lowe London was sabotaged when its former founder Frank Lowe jumped ship and later stole away the prized Tesco account. The agency got a six-year reprieve from its 2010 merger with another local indie powerhouse DLKW, but Interpublic's attempt to repair Lowe's struggling US outpost through a merger with Mullen prompted the departure of almost all of the London agency's remaining management team and another sharp downturn in performance.

Adbrands Weekly Update 20th Jul 2017: MullenLowe is in advanced talks to acquire London-based independent 101, according to Campaign. Such a deal might help to repair some of the damage to the network's local office, which has suffered a series of management departures since the old DLKW Lowe agency was realigned under the MullenLowe banner.


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