Lowe strengthens MENA presence by partnership with Middle East Communications Network (MCN)

This is Lowe Worldwide's first direct investment in the Middle East North Africa region - and the global brand has aligned itself with MCN to manage and operate the brand here. MCN is the region's largest communications holding company in the region that owns the Promoseven, Universal Media and Initiative brands amongst others. MCN recently acquired the Lowe brand along with its globally aligned clients' businesses across the region from the Interpublic Group.

A brand known globally for its 'High Value Ideas' and creative excellence, Lowe in this region will be headquartered in Dubai and have independent offices across the region.
Lowe have opened offices in Morocco, Doha and Riyadh, and will be opening the next two regional frontiers in Beirut and Cairo in the next few weeks. Creativity is at the core of communications and advertising work at Lowe; it recently won the prestigious Ad of the Week in the 'Archive' for its work on the AXE brand.

Announcing the launch, Fadi Salameh, CEO and President of MCN said,

"We are delighted to launch Lowe as part of our extensive regional network. It is heartening to note that we have been able to acquire some really fresh talent and have empowered them to help make the Lowe brand synonymous with creative excellence. They will utilize their experience and expertise to deliver 'high value ideas' to clients - enabling their brands to communicate with consumers with a message that's both appealing and relevant. We also appreciate the responsibility that key global clients of Lowe such as Johnson & Johnson and Unilever have placed on us by choosing to partner with us."

Key global management luminaries from Lowe Worldwide have arrived in town for the launch conference of Lowe Mena. They include Tony Wright, (worldwide Chairman), and Peter Minnium (Managing Director, Worldwide). Tony Wright, Chairman for Lowe Worldwide, said: "As a worldwide network, we pay close attention to rapidly growing regions like the Middle East and North Africa. I believe that this new partnership will give us a platform to greater integration, creativity and innovation for our clients.'

Peter Atkinson, Executive Chairman of Lowe MENA said: "We are strengthening our creative credentials with innovative work and with the addition of industry leading people to our team. Team building will be a continuous process at Lowe MENA as we implement our growth plans. The road ahead is clearly to augment our creative stance and achieve endorsement from our clients about the quality of our work."

Peter is an advertising industry veteran with an experience of over 25 years. He added: "We understand the importance of a pan-regional offering that can be tailored to suit local needs and conditions while maintaining a clear emphasis on creative output. Our regional organization is geared to deliver market-focused creativity to brand communications."

Rupen Desai, Regional Director, MEA, a long-term Lowe employee will be responsible for the development of all the multinational business across the region and maintaining key client relationships. Rupen said: "Our regional strength and reach has received a clear boost by the integration with the MCN group. Having a partnership that is built around an equity deal, shows our commitment to the region rather than an 'at arms length' franchise arrangement. This delivers more direct involvement in the creative product, enhanced local know-how and closer management of our international brands.'

Justin McCarthy, Managing Director, Lowe Dubai, will be responsible for new business development in the UAE. Justin concluded: "We are excited by the growth prospects in the booming business environment of the UAE and the region. We plan to let our work speak for itself and set new standards for creative output in the region."