Lowe acquires stake in Head New Media

The Lowe Group has gained a minority stake in the specialist digital agency, Head New Media.

The Lowe Group has gained a minority stake in the specialist

digital agency, Head New Media.

Head, which was founded by Felix Velarde and Jason Holland in 1997, will

retain its branding and operate as a standalone company within the Lowe

Group in the UK. It will work with other Lowe units when


Velarde said that the fit with Lowe was ideal: ’I don’t want to be a

McCann-Erickson. I’d rather be a Bartle Bogle Hegarty or a Lowe

Howard-Spink.’ According to Velarde, the most fruitful area of

co-operation with Lowe Howard-Spink will be in interactive TV - a field

into which Head launched earlier this year.

It will partner Lowe Direct on web-based relationship marketing.

The acquisition is the final piece in the group’s UK digital jigsaw,

adding brand strategy and creative execution resource to the business

strategy and database marketing expertise it already has.

Last August, the group set up Decipher, a digital management


Creatid, a Dutch marketing database consultancy, was added to the stable

in October.

Marc Cave, executive vice-president of the Lowe Group who has been

responsible for the digital expansion, will sit on Head’s board.

He said: ’Head is not a new-media production company, it is a proper

new-media shop. It talks to clients about the role of new media within

the communications mix.’

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).