Interpublic-owned network the Lowe Group is merging its agencies dealing with interactive, direct and relationship marketing under the new banner Lowe Live.

The new group, headquartered in London, San Francisco and New York with offices in Amsterdam, Paris and Stockholm, will start life with about 400 staff and billings of $450 million. Shops involved in the reorganisation include Lowe Lintas Interactive, Lowe Lintas Direct and Miller/Huber, bringing with them clients such as Unilever, British Airways, Marriott and Heineken.

Senior staff at Lowe Live include Floyd Miller (chairman/chief executive), who moves from the post of president/ceo at Miller Huber in San Francisco; Dan Goodman (co-managing director), currently executive vp/managing director at New York’s Lowe Lintas Interactive; and Paul Velardi (also co-managing director), who leaves his role of executive vp/managing director at Lowe Lintas Direct.

Miller promised that Lowe Live will specialise in “creating relationships with manufacturers’ most valuable customers,” drawing on its member networks’ experience with tools such as email and databases.

News source: New York Times