IPG Combines Deutsch, Lowe

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Interpublic Group today confirmed that it is combining Deutsch with Lowe Worldwide, with the domestic-only Deutsch becoming the North American “hub” of the global agency network.

The agencies will share management and profit and loss responsibilities in what is in effect a merger of global and domestic shops. The combined operation will have estimated annual revenue of $600 million and employ nearly 8,000 staffers at 74 offices, including Lowe affiliates, according to sources.
 
In announcing the move, however, IPG called the union an “alignment,” in a nod to the generally negative connotations surrounding mergers, particularly those involving Lowe in the past.

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