|Matthew Bull becomes Lowe's top creative executive.
The move is the first visible major initiative from Worldwide President-CEO Tony Wright, who Interpublic tapped last year to lead the turnaround of the struggling network. Mr. Wright, who was recruited from WPP Group's Ogilvy & Mather, replaced Jerry Judge, who continued as CEO of Interpublic's Partnership division.
Mr. Bull will remain based in London.
As worldwide chief creative officer, Mr. Bull replaces Adrian Holmes, who retains his title as chairman. Lowe said it has named Garry Lace, most recently CEO of Grey Global Group's Grey London, to replace Mr. Bull at the helm of the London office, the network's flagship.
In recent years, Lowe has been wracked by account losses including that of HSBC, which went to WPP following a high-profile global pitch. The agency counts General Motors Corp. and Federated Department Store's Macy's among its clients.
Mr. Bull had led Lowe's London office since 2003. He joined the network from the South African agency Bull Calvert Place and began his career at Ogilvy & Mather.
Mr. Bull will play a crucial role in Lowe's turnaround, which executives familiar with the plan say will involve reducing the number of its offices and repositioning it as a creative-minded agency brand.