NEWS: Lowes bids to boost media muscle

Lowe Howard-Spink, the ultimate full-service agency, is looking at developing a new media venture in an aggressive move on the UK media marketplace.

Lowe Howard-Spink, the ultimate full-service agency, is looking at

developing a new media venture in an aggressive move on the UK media

marketplace.



Lowes is discussing with its Interpublic parent the launch of a separate

media operation by acquiring a media independent, in a bid to become a

top-five media player.



Talks are being held about the opportunities to take some of the

agency’s media buying out of house and into a big, new buying point.



Lowes has an impressive media reputation. The point at issue now is

whether this reputation can be improved through a dedicated media

operation with greater buying muscle.



Insiders say that Lowes is determined to become a top-five player in UK

media and keen to increase its media volume through acquisition.



Last year, its pounds 154 million media billings put it in tenth place

among the top media companies, but the agency is now looking at the

benefits to clients of increasing its media volume.



Tim Lindsay, the managing director of Lowe Howard-Spink, admitted that

the agency was considering a number of options ‘both in the media area

and broadly, including a possible acquisition of a media independent’.



‘Market conditions are changing and we have to provide the best service

we can for our clients,’ he added.



Earlier this year, Lowes began to withdraw from Universal Media, the

joint media venture with its sister Interpublic agency, McCann-Erickson.

The agency has since been laying plans for improving its own media

service internationally.



It has already launched a media venture in Italy in association with the

media independent, CIA, and the benefits of a Lowes European media

network are being carefully examined. However, speculation of a UK deal

with Chris Ingram, CIA’s chairman, has been denied.



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