• by Steve McClellan  @mp_mcclellan, January 25, 2016

MullenLowe Group has 90 offices in 65 markets around the world, but going forward the Interpublic agency network wants you to think of it as a boutique. A "global creative boutique" with a "challenger approach."

The Group has just launched a new brand identity with four main units: MullenLowe, the main advertising agency; digital network MullenLowe Profero, media buyer and planner MullenLowe Mediahub and MullenLowe Open, which offers behavior-driven activation and shopper marketing services.

To visualize the new brand identity, the network (via its Brasil office) has designed a new logo: an animated Octopus with a boxing glove at the end of each of its eight arms, designed to punctuate the agency’s new challenger punch-above-its-weight view of the world.

To differentiate Mediahub, Profero and Open from the main brand the octopus logo for each of the sub-brands has a different colored boxing glove on one arm. 

Jose Miguel Sokoloff, president of the MullenLowe Group Global Creative Council, stated that the Octopus logo “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.”

Commenting on the rebranding, Alex Leikikh, global CEO of MullenLowe Group, stated: “The creation of MullenLowe Group has given us the opportunity to create a whole new type of global communications network… 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 new branding is being applied to all 90 of the network’s offices starting this month.