Sir Frank Lowe, upon whose creative reputation Lowe Howard-Spink was originally built, recently lured the 拢45m long-standing Tesco account from his former agency to his start-up, The Red Brick Road.
Lowe, now part of Interpublic Group, was reported to be planning to hoist 24, followed by partners' names, above each of its offices' doors around the world as it attempts to reclaim its identity from Sir Frank, who left the agency in 2003 to retire. The number 24 is said to refer to 24-hour creativity -- no relation to the hit show starring Kiefer Sutherland.
So Lowe London, for example, would become 24 Lace Morris after chief executive Garry Lace and creative director Ed Morris.
But Tony Wright, Lowe Worldwide chairman, claims reports are entirely speculative. "No decision has been taken about rebranding our network," he said today.
"Certainly candidate names that have been rumoured are way off the mark," he said.
Speculation, however, that the Lowe name will be ditched is bound to continue.
In naming his new agency after the road that Dorothy chose not to follow in the film 'The Wizard of Oz', Sir Frank has avoided himself or any future owners any similar dilemmas.
Sir Frank is joined at The Red Brick Road by former Lowe chairman Paul Weinberger and creatives Sam Cartmell and Jason Lawes. He has also lured two senior executives from DDB London -- Paul Hammersley, former chief executive, and David Hackworthy, who was chief strategic officer.
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