As from January 1, Lowe Lintas & Partners Worldwide will be no more, as the Lintas tag is consigned to the dustbin of history, leaving Lowe as the network’s global identity.
The moribund monicker, conjured up in 1929, originally stood for Lever International Advertising Services, dating back to the time Lintas was Unilever’s in-house ad shop. After a series of mergers it became Ammirati Puris Lintas, before combining with the Lowe Group in 1999.
Earlier this year, the network asked Interpublic Group, whose Partnership division it is a part of, for permission to drop the Lintas in a bid to bolster its creative image [WAMN: 03-Jul-01].
News sources: New York Times; AdAge.com