Creativity Pays

Lowe & Partners Worldwide has been described as the biggest agency startup in history. As the main advertising arm of The Lowe Group, Lowe & Partners which was created late in 1999, represents a combination of two complementary networks: the highly creative and entrepreneurial Lowe & Partners and the globally established Ammirati Puris Lintas.

The history of The Lowe Group dates back to 1981, when it was founded in London by Frank Lowe with 5 people, in two rooms and billings of over $15 million. Today the Lowe Group is ranked fourth amongst the world's top agency groups and offers a network of agencies in over 80 countries.

Outside its core advertising business, The Lowe Group also offers leading specialists for value-added integration. This includes stand-alone specialists in digital consultancy, web design, direct communication, customer relationship management, healthcare communications and sales promotion. These Lowe Group companies also interconnect with the resources of sister companies such as Golin/Harris, Initiative Media and Octagon.

'Clients no longer have to choose between big and good. With the Lowe culture and the APL scale we can offer integrated creative solutions with a delivery system that can take it wherever it needs to go. Other networks can say that, but they can't deliver it to the same level of excellence as Lowe Lintas.'

Tim Lindsay
President Europe

In Europe, Lowe & Partners offers a strong network of over 40 offices across Western and Central Eastern Europe and despite a year of mergers and new beginnings have maintained and grown a very impressive client list. Key European clients include Interbrew, Unilever, Nestlé, Johnson & Johnson, HSBC, LEGO, Saab, Six Flags, 3Com, Heineken, Chiquita, France Telecom and Merrill Lynch HSBC.

More importantly, having eclipsed its first year of operation's the new Lowe & Partners also maintained a strong culture of creativity and advertising effectiveness - attributes which characterised the former Lowe network. This has been evidenced not only in a strong new business performance including global wins for 3Com, Merrill Lynch HSBC and Bestfoods, but also through professional recognition from the industry's top creative and advertising effectiveness awards.

In Europe, the highlights included Lowe Lintas UK becoming the first agency in the history of the awards to win the Cannes Grand Prix two years running, for the Independent newspaper in 1999 and Stella Artois in 2000. There have also been consistently strong performances from its agencies in Sweden, Netherlands and Italy at Cannes, Eurobest and the Epica creative awards. The long running Tesco campaign scooped the coveted Grand Prix at the IPA Effectiveness Awards in the UK, along with many other outstanding performances from the network at the AME's and Euro Effie's.

However, the industry's approval of the new network was most clearly noted by Lowe Lintas being named UK Agency of the Year by Campaign Magazine and then European Agency of the Year by Ad Age Global.

Lowe Lintas takes pride in being one of the most creatively awarded networks in the world. In fact the Lowe name has always been synonymous with some of the most outstanding advertising in the world.

However, this pride does not stem from a selfish pursuit of creativity for creativity's sake but instead sits at the heart of the agency's positioning that -creativity pays.

The idea that 'Creativity Pays' is one of this agency's fundamental articles of faith. But there's another side to the coin that neither we nor our clients can afford to forget: 'uncreativity costs.'
Adrian Holmes
Chief Creative Officer
Lowe & Partners Worldwide

Having spent many years developing proprietary tools and methodologies like Ad Avoiders and Insight Mining, Lowe believes that excellent creativity pays back a disproportionate return on a client's investment. That famous advertising builds famous brands. That to be truly effective in the long term advertising must be campaignable, likeable and talked about: in pubs, clubs and playgrounds as well as within marketing and advertising circles.

'Our belief in the power of likeable advertising drives all our creative work. Having empathy with the consumer and being able to create an emotional bond with them has been proven time and time again to foster a relationship which, if nurtured correctly, builds brand awareness, trust and loyalty.'

John Lowery
Lowe Lintas UK
Deputy Chairman and Planning Director

For more information please see our website www.lowelintas.com 

or contact Tim Lindsay - President Europe & Africa or Sunita Gloster - Business Development Director Europe & Africa on +44 207 894 5000 or alternatively by email tim.lindsay@lowelintas.com, sunita.gloster@lowelintas.com