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 Weekly Update:

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.

Adbrands Weekly Update 28th Apr 2016: Ads of the Week "Love At First Taste". For this new global campaign for Unilever's Knorr brand, MullenLowe signed up Tatiana Pilieva, the director of that celebrated "First Kiss" viral in which complete strangers were asked to kiss each other on camera. This is along similar lines, with strangers profiled for mutual attraction according to the type of foods they like. Stick with the film - it's a little cringey at first, but the gag actually works very well, and you'll soon be rooting for all these adventurous couples to get along. There's also a charming Behind The Scenes film over on our Facebook page.

Adbrands Weekly Update 22nd Oct 2015: Ads of the Week: "One Life - Live Them". Here's the excellent new global campaign for Remy Martin cognac from DLKW Lowe in London, featuring actor slash director slash renovator slash musician Jeremy Renner. (Must be the first time a renovator got picked to star in a big ad!) It may not chime with millennials quite the same way that Bacardi or Smirnoff's new campaigns do, but it's a cut above the usual standard of spirits advertising, not least with its stylish design and direction. Nice one. Separately, supermarket Morrisons announced the end of its relationship with both creative agency DLKW Lowe and digital shop Tribal. J Walter Thompson, Grey, CHI, Publicis and WCRS are competing to win the business.

Adbrands Weekly Update 27th Aug 2015: Ads of the Week: "Classroom". An effective low-key approach from DLKW Lowe for heart-health charity the British Heart Foundation. It may not have quite the same "memorable factor" as those Vinnie Jones gangster spots from previous agency Grey but delivers the goods nonetheless with understated power. An especially good performance from the young central actor, we should add.

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