IPG's Lowe To Revamp Grocery Chain Image

How does an agency reinvent a venerable supermarket brand in the face of bigger, price-focused rivals such as Costco and Sam’s Club? That’s the challenge before Interpublic Group’s Lowe, which has been tapped by The Great Atlantic & Pacific Co. to handle creative and media duties for five of its brands.

Lowe, which landed the account this month after a review, will handle traditional advertising and also help the Montvale, N.J., client redesign its stores and signage, and create templates for sales circulars and direct mail, agency executives said.