Tony Wright unveils Lowe's masterplan

Tony Wright, the chief executive of Interpublic's Lowe network, is restructuring the agency and will move to London in a bid to rally the network around a new vision.

Wright has opted to restructure Lowe around 12 global hubs, or lighthouse agencies, each offering clients a full array of marketing services.

Wright is also scrapping regional management, but insists all 107 Lowe's offices will remain open, with no job cuts.

"This restructure is not about cost-cutting. It's about dealing with a fundamental identity crisis at the network following the Lintas merger and giving the agency a new vision," he said.

He identified continental Europe as a problem area and has launched Lowe Activation, a new global operations unit that will provide a hub spanning Lowe and its sister companies. It will be managed by Ian Creasey, currently the president of Lowe EMEA.

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