Interpublic’s solution to Lowe London? A Wall of money

Who will put Lowe London out of its misery? The loss of its principal accounts seems an everlasting litany. To Stella Artois, John Lewis and Nokia N-Series should also be added the Beck’s account. All that’s propping Lowe London up is international business from Unilever (barring Peperami, which went last year) and Johnson & Johnson. According to Nielsen, 2009’s already depleted billings of £91m shrank to a minuscule £53m.

How to attract top talent in such circumstances – the talent that will draw in vital new business? It’s a vicious circle, from which there are only two ways for a once famous agency to extract itself. Call it a day, as Lowe alma mater CDP did long after it should have. Or buy something that will enthuse new talent and new enthusiasm.

Not surprisingly, it is the latter course that Lowe Worldwide chief Michael Wall has embarked upon. Evidence of his enthusiasm and determination may be deduced from approaches to Creston plc (owner of Delaney Lund Knox Warren); Rapier; and Dye Holloway Murray. So far, it would seem, the overtures have been unrequited. But we should not underestimate the charm of a man with an open cheque book in these straitened times; nor the forcefulness of someone who has managed to persuade cash-strapped Interpublic to cough up.

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One Response to Interpublic’s solution to Lowe London? A Wall of money

  1. […] Interpublic shortly afterwards acquired True North and, as a consequence, a strategic stake in the breakaway agency which it held until bought up DLKW lock stock and barrel in 2005. There was irony here. In the shorter term, DLKW proved a thorn in the side to Interpublic by hijacking most of wholly-owned Lowe’s UK General Motors business. In the longer term, however, the stake created a durable rapport and helped open doors when Lowe’s current network chief, Michael Wall, pitched up at Creston with an open chequebook earlier this year (A Wall of money). […]

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