Lowe & Partners Worldwide is said to be planning a new body in the US to strengthen its links with sibling agencies within Interpublic Group’s Partnership arm.
The as yet unnamed entity will build client relationships, offering advertisers an integrated package of marketing communications via Lowe and its sister shops dedicated to media, direct marketing, promotions and other services. This cross-selling model has already been tested in several European markets.
Other agencies involved in the scheme are said to include Initiative Media, DraftWorldwide and Zipatoni.
Lowe has reportedly targeted Steve Harty, quondam president of New York’s Merkley Newman Harty & Partners, to head the new group. Harty is said to be considering the offer.
Data sourced from: AdWeek.com; additional content by WARC staff