The takeover of MullenLowe, the result of a merger between two Interpublic networks, by Lowe’s digital arm Profero continues.
One Buster Dover (who sounds rather frightening) has been appointed as managing director of MullenLowe Group in the UK. Dover was managing director of MullenLowe Profero and before that head of digital at VCCP. New MullenLowe CEO Dale Gall was also a Profero-ite.
Lowe Group in the UK now consists of MullenLowe, MullenLowe Open, MullenLowe Profero and Mullenlowe Mediahub.
Dover (left) says: “It is a real privilege to be able to help develop the combined offer of four such strong brands. We have seen what a difference this can make with recent pitch wins, as well as some of our most awarded recent work.” Mediahub recently won Western Union’s global media account.
It’s all digital these days, as they say, although the performance of digital specialists moving into traditional agency management has been mixed. M&C Saatchi has had to unravel its plans to revitalise the agency with Lean Mean Fighting Machine management.
Lowe’s strength in the UK used to be the traditional agency experience and expertise it bought with DLKW but they’ve all left apart from current IPA president Tom Knox.