For Immediate Release
Re-Branding of Lowe IMC expands Draft's integrated marketing offering to Indonesia
JAKARTA, 14 MAY, 2004 - Lowe & Partners Worldwide, one of the world's premier creative advertising agency networks, and Draft, Inc., a leading integrated marketing services agency, today announced that Lowe IMC in Jakarta is being re-branded as Draft Indonesia, effective immediately. The operation in Indonesia brings Draft's global presence to 30 offices in 24 countries across five continents.
This follows the announcement in March 2003 that Lowe and Draft, sibling agencies in The Partnership division of the Interpublic Group (NYSE: IPG), were forging a global alliance. There are no plans to merge the two brands in Indonesia or elsewhere; both remain separate and distinct.
Lowe launched Lowe IMC in 1989 to provide clients with through-the-line marketing solutions in Indonesia. It currently has 33 employees serving 36 clients including Unilever, Mead Johnson, Hyundai, Johnson & Johnson, Sampoerna, ProXL and Bank Niaga. All will continue as clients of Draft Indonesia. Lowe IMC has created a number of award-winning and record-breaking programs, recognized both locally and internationally. These include a "Best of Country" and Broze Award from the promotion Marketing Award of Asia (PMAA), Asian PR Award and Guinness' World Records. In the local scene, Lowe IMC's Clear Top 10 program, an integrated marketing program based on a music chart, has won Panasonic Award as the best Music Variety Show.
Lowe IMC has also pioneered events like Lifebouy Tok Tok Wow, Parade Bedug Sampoerna Hijau, AXE SedAXEion Party, Pepsodent Scholl Program and many more.
Assuming the post of Managing Director of Draft Indonesia is Fary Farghob, who started his career in Prambors Radio in 1986. In 1993 he joined Lintas as Marketing Services Manager. He opened the Events Division and took over the Sponsored Program Unit which launched Indonesia's first locally produced TV show-"Kuis Keluarga Lifebuoy", a top-rated game show for 5 years. Since that time, he has expanded the services to include rural and retail communications. His client experience includes Unilever, Johnson & Johnson, Nestle, Unicef, Bayer Aspirin, Coca Cola, Arnott's, BCA and John Hopkins University.
"It's a market fact that Through the Line is a growing business in Indonesia," said Eleanor Modesto, Country Advisor of Lowe Indonesia. "Re-branding Lowe IMC as Draft is not simply another name change. Draft is one of the most successful marketing services agencies in the world, and offers the tools and know-how necessary to succeed in our market, while freeing Lowe up to do what it does best, creative advertising."
"We are most excited about the potential of our alliance with Draft because clients are increasingly looking to agencies that can offer through the line solutions in Indonesia and elsewhere," said Jerry Judge, Chief Executive Officer of Lowe & Partners Worldwide and President and CEO of The Partnership, which includes Lowe and Draft. "The direct, promotions and other below the line capabilities that Draft specialized in are different than advertising. They are serious and complex disciplines in their own right, and are powerful tools for client retention in an increasingly fragmented marketplace."
"In the U.S. Draft has grown into the nation's largest direct and promotions agency after 26 short years, but around the world we are in different stages of development in different countries," said Howard Draft, Chairman and CEO of Draft, Inc. and Chairman of The Partnership. "Lowe, on the other hand, has a huge global network and a well-earned reputation as one of the world's most creative agencies. We complement each other well, and are already helping one another in multiple markets. Ultimately, we're both obsessed with whether we're doing the best work for our clients and giving them the right solutions. That is certainly the case in Indonesia, and will be our competitive advantage."
Both Lowe Indonesia and Draft Indonesia will maintain separate offices in the same building at LOWE House, Victoria Center, Jl. Sultan Hasanudin, Kebayoran Baru, Jakarta Selatan.
About The Partnership
Since formally announcing their global alliance in March 2003, Lowe and Draft continue to capture the attention of clients seeking unified and strategic through the line communications programs. Both agencies have gained incremental revenue by opening doors for the other with current clients in such markets as the U.S., the U.K., France, Italy, Spain, Belgium, The Netherlands, Singapore, Thailand, Australia, Brazil and more, while also winning brand new business.
Lowe & Partners (www.lowerworldwide.com) was founded by Frank Lowe in London in 1981, with five people in two rooms, and the ambition to build a leading global agency network by producing effective, high-quality advertising. Today the company ranks among the world's 10 largest agency networks, with offices in 90-plus countries and a worldwide reputation for outstanding creative work that builds brands.
Founded in 1978, Draft (www.draftworldwide.com) today is a fully integrated agency with deep expertise in direct, promotions, digital, retail, and experiential marketing, as well as strategic branding, Its unique global positioning, "The Science Behind The Success," is derived from its proprietary Behavior Path Marketing process that taps into 25 years of quantitative data and limitless consumer and business-to-business insights to develop communications programs that deliver results.
For further information, please contact:
Lowe Plus Draft
Lowe House 4th Floors
Jl. Sultan Hasanuddin Kav. No 47 - 51