Following the formation of MullenLowe Group in May 2015 – from the merger of IPG agencies Mullen in the US with global creative network Lowe and Partners – the network today unveiled plans for its new global corporate identity.

The new brand identity has been created to reflect the positioning of MullenLowe Group as a global creative boutique, with a challenger approach delivered through a hyperbundled operating model. Alex Leikikh, Global CEO of MullenLowe Group says in a statement, “The creation of MullenLowe Group has given us the opportunity to create a whole new type of global communications network. A network not defined by silos. A network with integrated communications planning built into the model. A network where we bring together the best cross section of our talent across all disciplines to work on client business challenges and drive more creativity”.

The MullenLowe Group network will now consist of four main brands: MullenLowe, delivering integrated marketing communications solutions, MullenLowe Profero, the digital pure-play network, MullenLowe Mediahub, providing media planning and buying solutions, and MullenLowe Open offering behavior driven activation and shopper marketing.

To visualize the new brand identity, the network employed its own talent to design its new logo, with the ‘Challenger Octopus’ marque being developed out of MullenLowe Brazil. Jose Miguel Sokoloff, President of the MullenLowe Group Global Creative Council, adds, “The new ‘Challenger Octopus’ brand identity perfectly embodies the positioning of MullenLowe Group, as a creative company with a challenger attitude that is willing to take risks, and underscores a key competitive advantage of our network with our hyper-bundled offering”.

As of January 2016 all Lowe agencies will be renamed as MullenLowe, across the 90 offices in over 65 markets globally.