The Lowe Group has gained a minority stake in the specialist
digital agency, Head New Media.
Head, which was founded by Felix Velarde and Jason Holland in 1997, will
retain its branding and operate as a standalone company within the Lowe
Group in the UK. It will work with other Lowe units when
Velarde said that the fit with Lowe was ideal: ’I don’t want to be a
McCann-Erickson. I’d rather be a Bartle Bogle Hegarty or a Lowe
Howard-Spink.’ According to Velarde, the most fruitful area of
co-operation with Lowe Howard-Spink will be in interactive TV - a field
into which Head launched earlier this year.
It will partner Lowe Direct on web-based relationship marketing.
The acquisition is the final piece in the group’s UK digital jigsaw,
adding brand strategy and creative execution resource to the business
strategy and database marketing expertise it already has.
Last August, the group set up Decipher, a digital management
Creatid, a Dutch marketing database consultancy, was added to the stable
Marc Cave, executive vice-president of the Lowe Group who has been
responsible for the digital expansion, will sit on Head’s board.
He said: ’Head is not a new-media production company, it is a proper
new-media shop. It talks to clients about the role of new media within
the communications mix.’