Lowe Lintas to create one-stop shop service

Lowe Lintas & Partners UK is restructuring to offer clients a more through-the-line service and has set up a new division, called Lowe Brand, to manage the offering.

Lowe Lintas & Partners UK is restructuring to offer clients a more

through-the-line service and has set up a new division, called Lowe

Brand, to manage the offering.



The agency has taken on Simon McQuiggan from Whitbread, a Lowe client,

to be the managing director of the unit. McQuiggan was the marketing

director of ales for Whitbread.



Lowe Brand offers a ’one-stop shop’ service and Lowe UK companies

including Head New Media, Decipher, Lowe Direct and Lowe Lintas will be

available for clients using the service.



The restructure is the brainchild of Paul Hammersley, the agency’s chief

executive, and Tony Watson, the chief executive of Lowe Direct, who have

been working on the project for several months.



Lowe Brand will offer two principal services. The first is called

contact planning, which will advise on how much clients should spend and

in which communication channels, including direct marketing,

above-the-line advertising and PR.



The second focuses on brand strategy and will work in the areas

dominated by design consultancies such as Wolff Olins and Interbrand

Newell & Sorrell.



Hammersley said: ’We have recognised that the centre of our clients’

world is not necessarily advertising, so we have to offer a broader

perspective. If we don’t do it, we will be marginalised by media

planners and consultancies.’



Hammersley stressed that although the service is available to all

clients, existing and new, it is optional. He said: ’There is not just

one solution for all clients. And this is not about just developing an

integrated offering because when you do that you end up with

lowest-common denominator marketing. The bar drops for everything.’



He added: ’We have presented Lowe Brand in a number of new-business

presentations and to existing clients.’



The plans for the restructure were outlined at an all-day staff meeting

on Wednesday, where the future of the agency and its positioning was

presented to staff.



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