Campbell Ewald Is New Lowe Hub in U.S.

Follows Cadillac win

Deutsch is no longer Lowe’s U.S. hub. Interpublic Group, parent company of the two agencies, said Detroit shop Campbell Ewald is now the domestic face of the London-based network following the successful collaboration of the two shops (and sister agency Hill Holliday) in winning Cadillac last month.

The Lowe, Deutsch alignment, created in 2009, was an attempt to boost Lowe's operations in the U.S. and jettison Deutsch's domestic client relationships internationally. Lowe clients like Unilever and the Milk Processor Education Program/Milk Dairy Management Inc. were folded into Deutsch, but the two agencies did not extend the working relationship beyond those marketers, sources said. “The traction never happened as hoped,” said one observer. Lowe also works with Interpublic companies like The Martin Agency and Hill Holliday, which is handling creative development on Cadillac as part of the IPG agency roster working on the brand. 

Taking the top job at Lowe Campbell Ewald is Jim Palmer, who becomes CEO, replacing longtime chief Bill Ludwig. Kathleen Donald, currently president, will take on additional management responsibilities as chief operating officer.

In addition to Cadillac, Campbell Ewald and Lowe had pitched a piece of Dell business, which the two shops did not win, but proved to be a good working experience, per sources.

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