Friedrich Joins Lowe

NEW YORK Brian Friedrich has been named executive vice president, group creative head at Lowe, where he will oversee the Unilever Degree creative teams.

Friedrich, 31, was previously at JWT in New York as a copywriter. Before that, he spent three years at Bartle Bogle Hegarty in New York, where he worked on Axe Body Spray. One ad he helped to create, “Residue,” picked up a silver Lion at the International Advertising Festival in Cannes, France, this year. Prior to that, he was a copywriter at Goodby, Silverstein & Partners in San Francisco, where he worked on E*Trade, Budweiser and Polaroid.

At Lowe in New York, where he begins today, he reports to chairman and chief creative officer Mark Wnek and will work on new business as well as the $20 million Degree account. He replaces Ronald Wohlman, who moved to Paris to become executive creative director at Lowe there.

“What I love about his work is that he gets it,” Wnek said, noting in particular Friedrich’s work on Axe. “He naturally thinks big for clients. He doesn’t just think in 30-second TV commercials.”