Royal Caribbean Picks Mullen Lowe Group as Creative Agency

Cruise Company Leaves Behind J. Walter Thompson, Its Agency Since 2007

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Royal Caribbean announced its new lead creative agency today.
Royal Caribbean announced its new lead creative agency today. Credit: Royal Caribbean Press Center
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Royal Caribbean International has tapped Mullen Lowe Group to lead the cruise line's creative efforts. This news comes right after Mullen and Lowe & Partners were merged by Interpublic Group of Cos.

J. Walter Thompson handled creative for Royal Caribbean since 2007. Before J. Walter Thompson, Havas' Arnold Worldwide held the post since 1999, according to a previous Ad Age article.

Royal Caribbean said in a release that Mullen Lowe was selected after an extensive review, adding that Royal Caribbean made the choice because the company was "impressed by their strategic and creative thinking, which matches the energy and innovative imagination of our brand."

Last year, the cruise company's media spend was $76.7 million, down from $81 million in 2013.

Representatives from J. Walter Thompson did not respond for comment.