MullenLowe’s digital network rebrands as MullenLowe Profero, global challenger creative boutique. 303 Lowe has become 303 MullenLowe.
In May 2015, IPG agencies, Mullen in the US and global creative network, Lowe and Partners, merged to form MullenLowe Group.
As of today. a new global brand identity has now been launched to reflect the positioning of MullenLowe Group as a global creative boutique, with a challenger approach “delivered through a hyperbundled operating model”.
Alex Leikikh, global chief executive officer of MullenLowe Group commented, “The creation of MullenLowe Group has given us the opportunity to create a whole new type of global communications network. A network not defined by silos. A network 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.’
Lowe agencies across 90 offices in over 65 markets will be rebranded as MullenLowe. In Australia the agency rebrands as 303 MullenLowe at offices in Sydney and Perth.
“The continued prominence of the 303 name in the local rebrand is reflective of our agency’s local market strength and of our on going ownership stake in the business,” Nick Cleaver, chief executive officer, 303 MullenLowe Australia, commented.
Both Mullen and Lowe have proud legacies as independent agencies that have built fully integrated offerings that include media buying services.
“Mullen is great creative partner for us – their work for American Greetings and JetBlue shows how likeminded we are when it comes to creating work that gets an unfair share of attention. We’re both achieving this by having an integrated model in which our ideas are grounded in digital and media insights, which is rare for any agency,” Richard Morgan, executive creative director at 303 MullenLowe, noted.
303 MullenLowe is also re-launching its website today to reflect the agency’s new branding and integrated capabilities.
Also, the entire global Lowe Profero network will rebrand to MullenLowe Profero, across 13 markets.
The MullenLowe Group network will now consist of 4 main brands:
- MullenLowe: integrated marketing communications solutions
- MullenLowe Profero: the digital pure-play network
- MullenLowe Mediahub: media planning and buying solutions
- MullenLowe Open: behaviour-driven activation, CRM and shopper marketing
MullenLowe global chief executive officer, Wayne Arnold, noted, “The rebrand is coming off the back of an incredible year of growth for Profero and positions us perfectly for the future. The digital marketing industry has never been so important, and clients are being forced to go through more change than ever and so are looking for new solutions. The digital customer experience can make or break brands like never before, while the growth of rich customer data and smart marketing technology are opening up incredible opportunities for marketing to be more relevant, immediate and useful.”
The MullenLowe Profero network rebrand began on January 25 in Australia with MullenLowe Profero Sydney, and will work its way around the world to become complete at MullenLowe Profero in San Francisco.
MullenLowe Profero Australia managing director, Dave Bentley commented, “Over the past 5 years we’ve focused our energies on building a strong and collaborative experience design, software development and media consultancy. Because of this, 2015 was a watershed year for Profero in Sydney, delivering extraordinary business performance, while also establishing ourselves as one of Australia’s leading customer experience and omni- channel solutions partners. We are excited by the rebrand and the hyperbundled opportunities that it presents. We will continue to actively look at ways to collaborate with other brands within the MullenLowe Group network including of course 303 MullenLowe here in Australia.”
The new logo was created using MullenLowe talent. The Challenger Octopus marque was developed at MullenLowe Brasil.
Jose Miguel Sokoloff, president of the MullenLowe Group global creative council explained, “The new Challenger Octopus brand identity perfectly embodies the positioning of MullenLowe Group, as a creative company with a challenger attitude that is willing to take risks, and underscores a key competitive advantage of our network with our hyperbundled offering.”
