Trend-Spotting Division Adds To Lowe's Evolution

Agencies as varied as Euro RSCG, Bartle Bogle Hegarty and JWT track and analyze consumer interests, cultural trends, buying behavior and other activities to understand what’s hot, what’s not and, just as important, why.

Now, Interpublic Group’s Lowe is entering the trend-spotting space with Lowe Counsel, which launches this week with the hiring of Richard Welch and Zoe Lazarus. Welch and Lazarus, former executives at WPP Group’s Ogilvy & Mather, will be co-directors of trend analysis, based in New York and London, respectively.