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".



Related Articles

Just Published

3 hours ago

How FMCG giants defied Covid downturn to up ...

Unilever, Kraft Heinz, Mondelez, RB, P&G and Diageo all boosted investment.

3 hours ago

WPP, Publicis and Unilever back industry-wide plan ...

In the UK, AA, ISBA and IPA-headed Ad Net Zero held its first supporters' meeting.

4 hours ago

Indian media industry bodies face-off against ...

While the Indian Newspaper Society is demanding a greater share of ad revenues from Google, the IAMAI is upset with looming regulation for video streamers.

7 hours ago

Creativity is key to driving sustainable living

SPIKES ASIA X CAMPAIGN: Active consumer demand for sustainable living is lagging regulations and technology, and this is an opportunity for the creative business to make a real, positive impact.