The big clear-out at MullenLowe, the result of a merger between Interpublic’s Mullen and Lowe agencies, continues with UK CEO Jamie Elliott on his way and Lowe Profero digital agency CEO Dale Gall (below) promoted to CEO MullenLowe Group UK.
Which leaves just one of the top managers of DLKW Lowe, as the agency used to be known in the UK, chairman Tom Knox still in place. DLKW founder and group boss Richard Warren left in May. Elliott, who’s been at the agency for 11 years, is leaving to “explore other leadership opportunities” it seems.
Gall will oversee what MullenLowe calls its “hyperbundled” UK offering – MullenLowe London, MullenLowe Profero, MullenLowe Open and MullenLowe Mediahub.
MullenLowe global CEO Alex Leikikh says: “At MullenLowe Group we are building a new type of network. A network not defined by silos, but 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 from day one. Dale is uniquely placed to lead our hyperbundled offering in the UK given his proven track record of multi-channel success spanning a 20 year career in advertising, media and technology.”
New UK boss Gall says: “We exist to give our clients an unfair share of attention. This change is all about us continuing to build the business we believe in – a combination of talents that can deliver world-class creativity and transformative solutions for our clients. We have moved into one building designed so that each specialism can hyperbundle together to achieve our vision whilst still being best in class in their own right. It is what clients want and need to succeed today, and I am determined that we succeed in delivering it better than anyone else.”
It may work and it may not. Putting digital execs in charge of traditional ad agencies (hyperbundled or not) can be a risk as M&C Saatchi found when it installed Lean Mean Fighting Machine management at the top of its flagship London agency.
You also wonder if Elliott might have stayed had the agency won the recent Sainsbury’s pitch (the business went from AMV BBDO to Wieden+Kennedy). Lowe lost its biggest account Morrisons to Publicis London last year.