The network said its new identity reflects "whole new kind of global communications network" with a "challenger approach delivered through a hyperbundled operating model".
The MullenLowe Group network includes MullenLowe, MullenLowe Profero (digital), MullenLowe Mediahub (media services) and MullenLowe Open (activation and shopper marketing).
The ‘Challenger Octopus’ was developed by MullenLowe Brasil.
All Lowe agencies will be renamed as MullenLowe across the 90 offices in over 65 markets globally.
Update: An earlier version of this story incorrectly stated the phylum which the octopus belongs to as "arthropod". It is in fact "mollusk".