• by March 31, 2003

Two of the Interpublic Group's biggest divisions are joining forces. Lowe & Partners, one of IPG's creative shops, will align with marketing service powerhouse DraftWorldwide. The two will not merge operations, according to a corporate statement. Both will continue to operate as separate brands to maintain their specialist credentials "for those clients who are not seeking a fully integrated ('through-the-line') solution.

The new company will be called Lowe + Draft.

For 'shared' clients, a new integrating unit named "Plus" is being launched. That unit will bridge the two organizations. Based in New York, Plus is being led by Steve Harty, 51, most recently co-founder and CEO of the Merkley Newman Harty ad agency. Harty joined IPG in Jan. 2003, determined to radically alter the ad industry's "traditional" approach to integrated communications.

"The Lowe + Draft market offering is a fluid structure that brings a creative powerhouse together with one of our industry's most results-driven marketing services organizations. Establishing Plus as the integrating bridge across the two companies will provide clients with an uncommonly cohesive strategic platform upon which to build truly integrated marketing programs," said David Bell, chairman and CEO of The Interpublic Group, parent company of Lowe, Draft and Plus.

Lowe + Draft will be overseen by Howard Draft, 49, as chairman, and Jerry Judge, 52, as president and CEO. Draft will continue as chairman and CEO of DraftWorldwide and Judge will continue as CEO of Lowe & Partners Worldwide. Ray Fagan, 48, will serve as chief financial officer for Lowe + Draft.

"Integration too often has referred solely to the process of executing creative ideas. But in our industry's rush to integration, all too often we settle for lowest common denominator creative solutions and virtually identical executions. Today's sophisticated marketers can't afford 'integration' to be so uninspired; more than ever they demand their customers' brand experiences be compelling. It's the only way they can both stand out and stay relevant," said Steve Harty.

"Today's target audiences are sophisticated consumers of media," added Harty. "They are more than capable of and actively involved in assembling their own profiles of brands. It's no surprise that research shows consumers are more likely to admire brands that demonstrate intelligence and creativity in presenting themselves."