Mul­len­lowe Group in talks to buy cre­ative agency 101

Campaign UK - - FRONT PAGE - By Omar Oakes

Mul­len­lowe Group is set to ac­quire in­de­pen­dent cre­ative shop 101.

The deal has not been fi­nalised but the In­ter­pub­lic agency is now in ad­vanced talks about a takeover, which could be com­pleted by Septem­ber.

Dale Gall, Mul­len­lowe’s UK chief ex­ec­u­tive, con­firmed talks had taken place but would not com­ment on the specifics of the deal. 101 did not com­ment.

The move will help Mul­len­lowe re­build its cre­ative depart­ment fol­low­ing the de­par­ture of ex­ec­u­tive cre­ative di­rec­tors Rich Den­ney, Emma Perkins and Eloise Smith ear­lier this year. 101’s 50 em­ploy­ees are likely to move into Mul­len­lowe’s Shored­itch of­fice.

Alex Lekikh, Mul­len­lowe’s global chief ex­ec­u­tive, is an ad­mirer of 101, hav­ing worked with its found­ing part­ners Lau­rence Green, Mark El­wood and Steve War­ing. The trio founded 101 in 2011 with Phil Rum­bol, a for­mer Cad­bury mar­keter, and Fal­lon alum­nus Richard Flintham, who left 101 in 2015.

Be­ing part of Mul­len­lowe would en­able 101 to pitch for global ac­counts. The agency lost Costa’s busi­ness ear­lier this year af­ter the brand ex­pressed its de­sire to ex­pand in China and sub­se­quently hired Bar­tle Bogle Hegarty.

Gall said of 101: “We have long ad­mired its tal­ent and fo­cus on long-term brand-build­ing and cre­ative ef­fec­tive­ness across the cus­tomer jour­ney.”

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