The Interpublic Group of Companies merged two of its agency brands, Lowe & Partners and Mullen Advertising, to create Mullen Lowe Group.
IPG announced that Mullen and Lowe and Partners will join to form Mullen Lowe Group, a creatively-driven global agency network with a strong, shared entrepreneurial heritage and challenger mentality. Alex Leikikh, previously Mullen’s CEO, has been named Worldwide CEO of the new Mullen Lowe Group. Michael Wall, previously chief executive of Lowe & Partners, will exit the company after a brief period.
Alex Leikikh said;
The merger was spurred by Mullen’s need for a more expansive network to serve clients globally. We’ve grown significantly over the past few years, and now we find ourselves with clients who are asking us to represent them in many international markets. So we need to find a way to be able to service our clients.
Number two, we’re only as good as the talent we have. We are on a constant hunt for our talent, and a lot of that talent resides outside the U.S.
The executive leadership team for the new entity will be drawn from both companies and across world markets, with Jose Miguel Sokoloff continuing in his position as Chairman of the Global Creative Council.
The combined agency will boast a staff of about 6,400. No offices are being closed and no employees will lose their positions.
The move, according to a statement from Interpublic, “reinforces IPG’s commitment to growing a third global full-service network within the company’s portfolio.” IPG’s other two big networks are FCB and McCann.
Michael Roth, CEO of Interpublic, said in a statement;
By creating Mullen Lowe Group, we can unlock this potential, and simultaneously provide a gateway to global talent and service infrastructure for one of our most dynamic and contemporary U.S. agencies. Clients will benefit from this combination of talent and creativity, as well as the fact the agencies have highly complementary cultures.
Although each agency represents auto brands, the merger creates no client conflicts because Volkswagen’s Seat, which tapped Lowe as its creative agency in 2013, does not operate in the same regions as Acura, a Mullen client since that same year.
Mullen Lowe group operations in the U.S. and the U.K. will begin immediately, with the group overseeing Mullen’s offices in Boston, Los Angeles and North Carolina, now rebranded as Mullen Lowe. The digital shop Lowe Profero and Mullen’s media agency, Mediahub, will both report into the new brand.
As for the U.K.-based offices, Mullen Lowe Group will supervise DLKW Lowe, along with Lowe Profero and Lowe Open in London. The agency – which has offices in Detroit, San Antonio, New York, and Los Angeles and recently lost the Cadillac account – will operate independently within the Mullen Lowe Group.
Campbell Ewald, with its Detroit, San Antonio, New York and Los Angeles offices, will operate independently within the Mullen Lowe Group.
Major Lowe clients include Unilever, Mattel and Lenovo. Mullen’s current clients include Acura, Zappos and JetBlue. The combined agency work immediately together on Indeed.com.
During the course of 2015 and 2016, IPG will retire the separate Mullen and Lowe names in favor of Mullen Lowe Group.