Lowe & Partners to expand in Latin America

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LONDON -- The Lowe Group, the London-based ad agency network which until recently had a U.S.- Europe axis, is preparing for rapid expansion in Latin America, with plans to enter Argentina, Venezuela, Colombia, Chile and Uruguay in the next month. The Lowe Group is owned by the Interpublic Group.

The news coincides with the announcement of a global restructuring its main advertising network, Lowe & Partners Worldwide, into four regions: Europe (including South Africa), North America, Latin America and Asia Pacific.

The move is designed to manage "dramatic growth in business and continued global expansion," the company says.

A new board is to be created for Lowe & Partners Worldwide, which will be chaired by Frank Lowe, the group's founder, chairman and CEO, and filled with management from each of the regions.

In Europe, Adrian Holmes, chairman of Lowe Howard-Spink London, is promoted to chairman and chief creative officer of Lowe & Partners Europe. Jerry Judge, chief executive of LH-S, takes on the same role at Lowe & Partners Europe and becomes co-chairman of LH-S to maintain client links with that agency. Holmes and Judge will sit on the Lowe & Partners Worldwide board and will also set up a distinct Europe board. A general manager will be appointed to Lowe & Partners Europe shortly.

Paul Hammersley, Lowe & Partners Worldwide coordinator for Coca-Cola based in the Lowe Group in North America, moves to the U.K. to take on the managing directorship of LH-S. He retains his Coca- Cola role.

In North America, Martin Sloves, vice chairman of the Lowe Group, and Lee Garfinkel both remain as co-chairmen of Lowe & Partners North America and will sit on the Worldwide board.

In Latin America, Jose Eduardo Cazarin is appointed president of Lowe & Partners from DM9, to head the expected network of companies throughout the region. Lowe & Partners/SMS de Mexico joined the network in 1993 as part of the SMS acquisition and in 1995, Lowe Loducca was set up in Brazil.

A Worldwide board representative for Asia Pacific - another priority region for expansion - is to be announced shortly. This week, Lowe announced the acquisition of Singapore agency Monsoon; it formed a partnership, Lowe & Partners/Live, in Hong Kong last year and in 1995 it entered India, where it has an affiliate Enterprise Nexus Communications.

Separately, Lowe McAdams New York will lead the formation of Lowe Healthcare Worldwide.

Copyright March 1997, Crain Communications Inc.

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