Lowe’s divorce from Deutsch is complete.
The agency, buoyed by its merger three months ago with fellow Interpublic Group shop Campbell Ewald, is opening an office in New York, thereby reestablishing the Lowe name in the city it disappeared from in 2009. That’s the year that Interpublic folded Lowe’s New York operation into the crosstown office of Deutsch.
The Deutsch merger resulted in the shifting of accounts such as Unilever and the Milk Processor Education Program/Milk Dairy Management Inc., Lowe staffers and then Lowe New York president Sal Taibi, who became general manager at Deutsch. Now Taibi is leaving Deutsch—along with some staffers—to open Lowe Campbell Ewald in New York.
The location of the new office has not been determined, though it’s expected to open in January. Taibi will serve as president.
The marriage between Lowe and Campbell Ewald stemmed from a successful joint pitch for Cadillac’s U.S. creative business. IPG’s Hill Holliday in Boston also contributed to that pitch and leads creative development on the account. Lowe Campbell Ewald handles account management, digital and retail marketing, customer relationship management and the adaption and distribution of ads in overseas markets, as needed.
In a statement today, Lowe indicated that accounts that Taibi and his team have worked on in the past would follow them to Lowe Campbell Ewald. The agency declined to name the accounts, but sources said that Unilever—a Lowe client around the world—and Milk PEP/Milk DMI, the business that Taibi has worked on since his days at Bozell, are likely candidates.
The former Campbell Ewald already has offices in Warren, Mich., West Hollywood, Calif. and San Antonio. In January, staffers in the Michigan office—Lowe Campbell Ewald’s U.S. headquarters—will relocate to a building in downtown Detroit.