Interpublic extends Lowe Plus Draft in Europe

LONDON - Interpublic-owned direct marketing network Draft is extending its integrated offering to Greece, where it is to launch an agency to work closely with sister above-the-line agency Lowe Athens.

The new agency, called Draft Athens, has been set up in response to "the growing need to provide clients with integrated marketing services," according to a statement.

With the launch of the new shop, Draft's global offering will now run to 31 offices in 24 countries offering direct marketing, sales promotion and digital services.

David Florence, president and chief operating officer of Draft, said. "Increasingly our clients are looking for through-the-line marketing strategies. Our innovative partnership with Lowe will allow us to provide that to shared clients in Greece as it has in other international markets."

In March, Lowe and Draft announced plans to jointly provide integrated marketing services in an alliance called Lowe Plus Draft.

James Nass, managing director of Lowe Athens, said: "While Lowe and Draft will operate as separate brands in Greece, as they do around the world, our efforts for clients will call upon the resources of both as needed.

"Draft's proven success at delivering measurable results, taken in conjunction with Lowe's brand-building expertise and excellent creative reputation, provides us with a compelling competitive advantage."

Draft Athens is headed by Thanos Vlachopoulos, chairman and managing director, with Chris Manafas serving as creative director. Its founding client is Johnson & Johnson for its Johnson's Baby Shampoo brand, one of Lowe's multinational customers.

"As part of Draft's global network working closely with Lowe, we are now able to offer expertise in the multiple marketing disciplines needed to connect with Greek consumers in an increasingly complex marketing environment," Vlachopoulos said.

The new agency is based in the same building as Lowe.

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