Wright has opted to restructure Lowe around 12 global hubs, or lighthouse agencies, each offering clients a full array of marketing services.
Wright is also scrapping regional management, but insists all 107 Lowe's offices will remain open, with no job cuts.
"This restructure is not about cost-cutting. It's about dealing with a fundamental identity crisis at the network following the Lintas merger and giving the agency a new vision," he said.
He identified continental Europe as a problem area and has launched Lowe Activation, a new global operations unit that will provide a hub spanning Lowe and its sister companies. It will be managed by Ian Creasey, currently the president of Lowe EMEA.
- Comment, p48.