A New Network is Born
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.