MullenLowe Group Picks a Boxing Octopus as Its Spirit Animal in New Global Identity

'Creative boutique with a challenger approach'

Like the boxing octopus in its new logo, MullenLowe Group is ready to compete and confound on a global stage.

Formed last May through the fusion of Interpublic's Mullen and Lowe and Partners, the newly expanded agency today unveiled an overarching corporate identity designed to position the agency as "a global creative boutique with a challenger approach."

Operations have been reorganized among four main brands: MullenLowe for integrated marketing communications and advertising services; MullenLowe Profero, a provider of digital pure-play solutions; MullenLowe Mediahub, for planning and buying; and MullenLowe Open, for activation and shopper marketing.

The changes are designed to create "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," said Alex Leikikh, the organization's CEO. He also said the new structure would help combat siloed thinking—a familiar refrain in the agency business, and a driver for Publicis Groupe's reorganization late last year.

Moving forward, all agencies in the network will be rebranded MullenLowe, a move covering 90 offices in 65 markets worldwide. All told, the group employs 6,400 staffers (700 in the U.S.) and, at the time of last year's merger, generated about $640 million in annual revenue.

A new "Challenger Octopus" logo, developed by the agency's Brazil operations, "perfectly embodies the positioning," said Jose Miguel Sokoloff, president of MullenLowe's global creative council. The emblem reflects a willingness "to take risks, and underscores a key competitive advantage of our network," he said.

MullenLowe will enjoy a huge creative platform on Feb. 7, when its new work for Acura runs during the CBS telecast of Super Bowl 50.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.