MullenLowe Group Transforms Into an Octopus

By Erik Oster 

Following the merger of IPG agencies Mullen and Lowe and Partners last May, forming MullenLowe, the network has unveiled a new, cephalopod-centered identity. As of this month, all Lowe agencies will be renamed MullenLowe. 

MullenLowe Group will now consist of four main brands: MullenLowe, “digital pure-play network” MullenLowe Profero, media agency MullenLowe Mediahub and activation/shopper marketing agency MullenLowe Open.

“The creation of MullenLowe Group has given us the opportunity to create a whole new type of global communications network,” said MullenLowe Group global CEO Alex Leikikh. “A network not defined by silos. A network with integrated communications planning built into the model. A network where we bring together the best cross section of our talent across all disciplines to work on client business challenges and drive more creativity.”


To visualize the new identity, the network looked toward its own talent pool to design a new logo, with MullenLowe Brasil’s “Challenger Octopus” design. The logo is meant to embody the different arms of the united MullenLowe Group while simultaneously communicating its “challenger attitude,” thus an octopus wearing boxing gloves.

“The new ‘Challenger Octopus’ brand identity perfectly embodies the positioning of MullenLowe Group, as a creative company with a challenger attitude that is willing to take risks, and underscores a key competitive advantage of our network with our hyperbundled offering,” explained Jose Miguel Sokoloff, president of the MullenLowe Group Global Creative Council.