Pirella Göttsche Lowe

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Founded as Pirella Göttsche in Milan by Michael Göttsche and Emanuele Pirella, 1981; joined the Lowe Group and changed its name to Pirella Gottsche Lowe, 1985; formed media agency Chorus Media in a joint venture with CIA Medianetwork, 1995; name changed to Lowe Lintas Pirella Göttsche & Partners, 1999.

Pirella Göttsche was founded in 1981 in Milan by Emanuele Pirella and Michael Göttsche.

The new agency's initial clients included Zegna, Alessi, Fendi and Krizia perfumes and Cinzano. In five years the agency reached billings of $80 million, thereby joining the ranks of the top 10 Italian ad agencies.

Pirella Göttsche had an easily identified style -- elegant layouts combined with aggressive, ironic headlines. The agency launched several new products in Italy, such as Gatorade from Quaker Oats Co.; Pomi, a tomato sauce from Parmalat; Bonduelle vegetables; the daily newspaper La Repubblica; perfumes from Valentino, Fiorucci and Krizia; Superga shoes; the MTV cable TV network; and Alessi designer kitchenware.

In 1985, the Lowe Group purchased the agency and changed its name to Pirella Göttsche Lowe. Lowe, a unit of the Interpublic Group of Cos., provided access to the international network that Pirella Göttsche lacked. Pirella Göttsche Lowe acquired such new accounts as Aprilia motorbikes, Muller yogurt, Intesa bank and Coop retailers.

Pirella Göttsche Lowe has collected a variety of awards, including honors from the Art Director Club of Italy and the Cannes International Advertising Festival (a Bronze Lion for Superga shoes, 1997; a Gold Lion for Volvo, 1999; and a Silver Lion for Artemide lamps and a Bronze Lion for Excite.com, 2000); and the Grand Prix from Epica (Superga shoes, 1997).

In 1995, Pirella Göttsche Lowe formed media specialist Chorus Media in a joint venture with CIA Medianetwork, Italy's leading media group. In fall 1999, the agency was renamed Lowe Lintas Pirella Göttsche & Partners after Interpublic merged the agency's parent, then known as Lowe & Partners Worldwide, with Ammirati Puris Lintas.

In 2001, the agency, now known as Lowe Pirella, had gross income of $29.3 million, down 9.5% over the previous year, on billings of $301 million.

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