The World: Madrid - Lowe unveils network Lola for Spanish speakers

Lowe is launching a micro-network to focus on Spanish speakers around the world.

The network, to be called Lola, is opening in Madrid, before Lowe takes the concept to other markets including New York and Mexico.

Lola Madrid, which will be positioned as a pan-European agency, opens with Unilever as a founding global client.

Fernando Vega Olmos, the Lola chairman, said the aim was to install talent in Madrid before taking the idea elsewhere, adding: "Lola may some day be considered 'the Latin network'."

Simon Clift, the Unilever global chief marketing officer, said: "Lola is the chance to have an offshore island of Latin dynamism in a turgid Europe."