MullenLowe

MullenLowe was a global integrated advertising and marketing communications network bringing together brand strategy, creative advertising, customer experience, digital technology, public relations and media capabilities. Its work combined creative campaigns with the platforms, communications and customer journeys supporting them. Following Omnicom’s acquisition of Interpublic Group in late 2025, the MullenLowe brand was retired and its operations, accounts and teams were integrated into TBWA.

The network was formed in May 2015 when Interpublic brought together Mullen and Lowe & Partners. Its predecessor businesses included Mullen Advertising, founded by Jim Mullen in Massachusetts in 1970, and Lowe Howard-Spink, founded by Sir Frank Lowe in London in 1981. The UK holding company’s incorporation dates to 1952, a separate milestone from the formation of the combined network. In 2023, the business adopted the MullenLowe Global identity and brought specialized sub-brands under a unified MullenLowe banner.

Integrated creative and experience work

MullenLowe described its approach as hyperbundled: bringing complementary disciplines together under a single leadership structure. Brand advertising, digital and customer experience, public relations, purpose marketing and media planning were coordinated to support clients across different channels and stages of the customer relationship. This structure connected campaign development with practical delivery, including websites, mobile applications, content management platforms and film, video, digital and print production.

Its capabilities extended from brand positioning and creative concepts to user experience design, customer relationship management, loyalty programmes and digital transformation. Communications work included corporate affairs, crisis management, earned media, influencer campaigns and social media. Media and performance teams contributed communications planning, activation, programmatic advertising, analytics and data modelling.

The network served consumer goods, food and beverage, automotive, finance, technology, travel, retail and healthcare businesses. Its international structure combined regional branches with specialist capabilities and affiliate partnerships. The subsequent integration into TBWA marked the end of MullenLowe’s standalone commercial identity; the continued registration of its UK holding company is distinct from the retirement of the public agency brand.