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

'Creative boutique with a challenger approach'

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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.

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