Matthew Miller
Jan 25, 2016

A boxing octopus: MullenLowe Group introduces new identity

GLOBAL - MullenLowe Group, the network formed from the merger of IPG's international Lowe and Partners network and US-based Mullen, has unveiled its new brand identity as a "challenger boutique" with a pugilist mollusk logo.

A boxing octopus: MullenLowe Group introduces new identity

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".



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