A New Net­work is Born

ArabAd - - AD TALK -

Fol­low­ing the for­ma­tion of Mul­lenlowe Group in May 2015 - from the merger of IPG agen­cies Mullen in the U.S. with global cre­ative net­work Lowe and Part­ners – the net­work has un­veiled plans for its new global cor­po­rate iden­tity.

To visualise the new brand iden­tity, the net­work em­ployed its own tal­ent to de­sign its new logo, with the ‘Chal­lenger Oc­to­pus’ icon be­ing de­vel­oped out of Mul­lenlowe Brasil.

The Oc­to­pus with box­ing gloves has been cre­ated to re­flect the po­si­tion­ing of Mul­lenlowe Group as a global cre­ative bou­tique, with a chal­lenger ap­proach de­liv­ered through a "hy­per­bun­dled" op­er­at­ing model and risk-tak­ing at­ti­tude.

As of Jan­uary 2016 all Lowe agen­cies will be re­named as Mul­lenlowe, across the 90 of­fices in over 65 mar­kets glob­ally. How­ever, Beirut-based Pimo Lowe hasn't been af­fected by this change, as as­serted by COO Ge­orges Slim and will re­tain its name, whereas Dubai-based Lowe MENA has been re­named Mul­lenlowe MENA.

"This is a very pos­i­tive change for us. It brings a fresh spirit and mod­ern vi­sion to our pur­pose, while also giv­ing us a much stronger global geo­graphic pres­ence," noted Mounir Har­fouche, CEO Mullen Lowe MENA.

"This change comes at a great time for us in the re­gion, as it fits per­fectly with our cul­ture, our model and our vi­sion. Mul­lenlowe MENA has had a great and unique story since our launch in the re­gion back in 2006. To­day, we are proud of what we have es­tab­lished and the suc­cess we have achieved with all of our part­ners. This makes us more re­spon­si­ble to­wards them and more am­bi­tious about the fu­ture. We are even more de­ter­mined now than ever be­fore to keep our mo­men­tum go­ing and most im­por­tantly to re­main a 21st cen­tury chal­lenger agency that has the abil­ity to con­stantly pre­dict and adapt to the fast progress of our in­dus­try and our en­vi­ron­ment, " he added.

"We are a dif­fer­ent kind of beast and we will keep on chal­leng­ing our­selves, and the world around us be­cause this is the only way to make a pos­i­tive dif­fer­ence."

The Mul­lenlowe Group net­work will now con­sist of four main brands: Mul­lenlowe, de­liv­er­ing in­te­grated mar­ket­ing com­mu­ni­ca­tions so­lu­tions, Mul­lenlowe Pro­fero, the dig­i­tal pure-play net­work, Mul­lenlowe Me­di­ahub, pro­vid­ing me­dia plan­ning and buy­ing so­lu­tions, and Mul­lenlowe Open of­fer­ing be­hav­iour driven ac­ti­va­tion and shop­per mar­ket­ing.

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