Home / Agencies / MullenLowe launches as ‘global challenger creative boutique’ – with the help of an octopus

MullenLowe launches as ‘global challenger creative boutique’ – with the help of an octopus

Shiny new Interpublic network MullenLowe (bring back spaces between words somebody) is up and running, positioning itself as a ‘global creative boutique, with a challenger approach delivered through a hyperbundled operating model.’ It’s a pretty big one, with 90 offices in 65 countries. The four main brands are: MullenLowe, digital agency MullenLowe Profero, MullenLowe Mediahub and CRM and shopper agency MullenLowe Open.

MullenLowe Group global CEO Alex Leikikh says: “The creation of MullenLowe Group has given us the opportunity to create a whole new type of global communications network. A network not defined by silos. A network with integrated communications planning built into the model. A network where we bring together the best cross section of our talent across all disciplines to work on client business challenges and drive more creativity.”

The MullenLowe Group network will now consist of four main brands: MullenLowe, digital agency MullenLowe Profero, MullenLowe Mediahub and CRM and shopper agency MullenLowe Open.

A new agency needs a new identity and so MullenLowe Brasil has produced this ‘challenger octopus,’ a pugilistic beast with attitude and the desire to take risks.
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Well it’s certainly different. One MullenLowe wag wonders if he/she/it will prove as prescient as Paul the octopus who supposedly predicted the results in the 2010 World Cup. The least we can expect surely..

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

2 comments

  1. Once again, IPG demonstrates it hasn’t got a clue about how to handle its brand portfolio.

    Once again, they’re merging two brands that have absolutely nothing in common.
    Once again, one of them is utterly unknown outside its home market.
    Lintas – Lowe/Lintas – Lowe – MullenLowe.

    It’s DraftFCB. It’s a nightmare. It’s deja vu, all over again.

  2. Shanghai61 nails it. And what the fuck does… ‘global creative boutique, with a challenger approach delivered through a hyperbundled operating model.’ Mean? Sounds like “Palin-Speak” to me. On a final note, I thought that all the “Agencies of the Future” had already blown up all the silos, let alone knocked down the walls. Does this bullshit never end?

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