Between the Lines: Lowe left with empty feeling

Lowe Worldwide's loss of the Hellmann's account to Ogilvy & Mather will be most keenly felt by the network's London office (page 5). It has produced consistently good work for the mayonnaise, and the gauntlet is down for O&M to match it.

The simultaneous decision to appoint Lowe Worldwide as the global network for Masterfoods' Family Goodness range will not offer much consolation to the London office. While the account may fill the Hellmann's-shaped hole in the network's balance sheet, Ed Morris' creative department is unlikely to work on a range of products that are neither known, nor sold, in the UK.

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