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.