Advertising agency Lowe MENA has become MullenLowe MENA following the merger of Mullen in the United States with global creative network Lowe and Partners.
The Interpublic-owned agency’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 hyper-bundled operating model.
Alex Leikikh, Global CEO of MullenLowe Group, said: “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 four main brands: MullenLowe, delivering integrated marketing communications solutions; MullenLowe Profero, a digital pure-play network; MullenLowe Mediahub, providing media planning and buying solutions; and MullenLowe Open, offering behaviour-driven activation and shopper marketing.
“This is a very positive change for us,” said Mounir Harfouche, chief executive of MullenLowe MENA. “It brings a fresh spirit and modern vision to our purpose, while also giving us a much stronger global geographic presence.
“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.
“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.”