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

19 hours ago

Campaign Crash Course: What exactly is diversity?

The industry talks about diversity a lot, but do we understand the true definition of diversity, the difference between inherent and acquired? Find out, and test your knowledge with a quiz.

19 hours ago

40 Under 40 2020 opens for entries

Calling all rising stars and those destined to make a big mark in APAC's marketing, media and advertising arena: Nominations are now open for our eighth-annual list of standouts who are 39 or under.

20 hours ago

Agency launches internship for 55+ cohort

Thinkerbell's Thrive@55 internship seeks to offer an entry point for members of a "massively underrepresented" age group.

20 hours ago

Hugh Jackman transitions from villain to hero in ...

If you think the actor is a nice guy in real life, well, you’re wrong.