Lowe forms joint venture with Scholz & Friends

by Joanne Payne, Brand Republic 23-Mar-07, 08:40

LONDON - Interpublic is to launch Lowe Deutschland as a joint venture between Lowe Worldwide and Cognetas, which owns Scholz & Friends.

Based in Hamburg, Lowe Deutschland has been created to serve Lowe's internationally aligned clients, as well as local and regional firms.

The agency will be led initially by Gunnar Brune as managing director and Unilever is set to be the joint venture's first global client.

Steve Gatfield, chief executive of Lowe Worldwide, said: "We are excited to be partnering with Cognetas on this venture, not least because of the company's track record of growth in the German market. The strength of Cognetas' communications solutions together with the resources and capabilities of Lowe's global network will allow us to deliver true high value ideas to a variety of clients."

As part of the deal Lowe Worldwide will take over representation of Scholz & Friends in all of the international markets where the agency group is currently not represented.

The new affiliation takes in additional agencies from the Interpublic network as well as Lowe Worldwide, securing the presence of Scholz & Friends in more than 180 countries.

The agreement will enter into effect once the European cartel authorities have given their approval.