What a difference a year makes. The re-emergence of Lowe is underway,
led by Tony Wright, who came on as president and CEO of Lowe Worldwide
What he found then was admittedly a “mess” yet the incredible heritage of Frank Lowe was still well intact.
Wright, considered one of the best account planners in the
business, said his training as a planner kicked in immediately. After
spending time with clients he recognized the need to reach consumers
globally, with powerful core ideas, and make the communications
seamless across borders. A goal he's embraced.
Today the Lowe team, including Susan Cantor, CEO, and Mark
Wnek, chief creative officer of the New York office, and Ed Powers,
COO, Peter Leinroth, global account director, and Mathew Bull, chief
creative officer of Lowe Worldwide, are using their considerable
energies to rebuild, refocus and reach consumers around the world in
new and innovative ways.
The agency has a well-deserved reputation for doing great work
for complex clients in tough categories--from detergents and deodorants
to toilet bowl cleaners and margarine. And they showcased some their
international work for Unilever, Rexona, Tesco, Nestle and Milk. Some
even brought home Lions from Cannes.
The agency has much going for it. “We are Professional Grade”
for GMC trucks. Having a Baby Changes Everything,” for long-term client
Johnson & Johnson. “Live Life With All your Heart” for Becel
margarine. “The Axe Effect.” “The Alpha Shopper” for a new Macy's
campaign. And the enduring Stella Artois campaign, still “Reassuringly
Expensive,” now in its 15th year and going strong.
Wright described their award-winning output as examples of the Holy
Grail of great ideas on a global scale crossing all geographic borders.
One of the pillars of the new Lowe going forward is a network of
“lighthouses.” They've chosen a dozen agencies around the world as a
way to focus their resources, provide hands-on talent and remove
barriers between the agencies and clients so they can act faster,
better and more efficiently.
The future for Lowe is definitely looking brighter.