Despite major changes to Interpublic’s Lowe agency network in the U.S., it’s business as usual for Toronto’s Lowe Roche.
Lowe Worldwide has partial ownership of the agency Geoffrey Roche launched in 1991, and has maintained arms-length distance from its day-to-day operations.
Interpublic, which owns Lowe Worldwide, announced this week Lowe’s U.S. operations will merge with sibling agency Deutsch. This merged entity will be called Deutsch Inc., a Lowe & Partners Co.
Roche confirmed Friday that his Canadian agency–Lowe’s only office north of the border–will maintain its relative autonomy and keep its name.
The only change for Lowe Roche will be to whom it reports–Linda Sawyer, Deutsch CEO and head of the new combined agency. Previously, Lowe Roche reported to Peter Minnium, director of the Americas for Lowe Worldwide, who remains with the company.
Lowe Roche also recently took North American marketing duties for Unilever’s Knorr brand. Lowe Worldwide won the brand from DDB in a competitive review with significant input from Roche’s firm.
“It’s Unilever’s biggest brand in the world,” said Stephanie Nerlich, president of Lowe Roche. Knorr has more than 15,000 SKUs globally. “Unilever is one of the greatest marketing companies there is. That’s why we’re so excited to take on this first assignment.”
Nerlich said this marks the first time any Lowe agency has worked on Unilever in North America.
