The network’s new brand identity 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. Alex Leikikh, Global CEO 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“.
The MullenLowe Group network will now consist of 4 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 behavior driven activation and shopper marketing.
Through their challenger thinking MullenLowe Group has delivered some of the most effective, high profile communications ideas in the global marketplace; tackling engrained behaviors head on to give their clients’ brands more than their fair share of attention:
- In the U.S where people were no longer buying cards on mother’s day: reframing an entire nation’s perception of moms to deliver a 30% sales increase for American Greetings with ‘World’s Toughest Job’, winning The North American Effie Grand Prix 2015 along the way.
- In India, taking on the seemingly impossible challenge to reach millions of people in a media dark region: creating an entirely new communications channel for Hindustan Unilever to engage and entertain consumers. The resulting ‘Kan Khajura’ campaign ranked #1 in the world by the WARC 100.
- For Buick in China, where a traffic accident takes place every 3 minutes: changing the most entrenched attitudes to road safety, and doubling intentions to obey road signs with the ‘Human Traffic Signs’ campaign. The work was the most awarded creative campaign in China last year.
To visualize the new brand identity, the network employed its own talent to design its new logo, with the ‘Challenger Octopus’ marque being developed out of MullenLowe Brasil. Jose Miguel Sokoloff, President of the MullenLowe Group Global Creative Council commented, “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“.
As of January 2016 all Lowe agencies will be renamed as MullenLowe, across the 90 offices in over 65 markets globally.