The Lowe Group is launching a global direct marketing network called Lowe Live.
Lowe Group will rebrand its direct marketing and digital operations around the world as Lowe Live to bring a consistent offering in consulting, direct, digital and database marketing. Its UK agency, Lowe Direct, will now be known as Lowe Live.
The network will have 400 staff and full-service offices in New York, London and San Francisco. It will have smaller offices in Paris, Amsterdam and Stockholm. Clients will include British Airways, Heineken, Orange and Saab.
Floyd Miller, the founder of the San Francisco agency Miller/Huber that was recently acquired by Lowe Group, will take the title of chairman and chief executive officer of the network. The London offices of Lowe Live will act as the network's European hub.
The move signals that the Lowe Group is upgrading its commitment to relationship marketing. It appears relatively late to be building a direct marketing presence but the move began with the launch of Lowe Direct in London in 1996.
Frank Lowe, chairman and CEO of the Lowe Group, said: 'Relationship marketing is a return to marketing fundamentals empowered by the information age, and Lowe Live will extend our passion for creativity through all these new media.'
Ian Taylor, managing partner of Lowe Live in London, said: 'As the European hub of Lowe Live, we will be able to further extend our delivery of customer-focused solutions across borders, for clients including 3com, Saab and Flora.'
In London around 25 per cent of Lowe Live's business will come from digital work.