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[london] Lowe Group is finally creating a four-region structure similar to that of other international agency networks. It reflects the rapid client-driven expansion of Lowe & Partners Worldwide into Asia and Latin America.

Lowe will be divided into North America; Europe and South Africa; Asia Pacific; and Latin America, overseen by a new worldwide board headed by Chairman Frank Lowe.


For the first time, Lowe has appointed a president for Latin America, Jose Eduardo Cazarin, a former Y&R Advertising executive who ran that agency's operations in Chile, Portugal and Puerto Rico before returning to his native Brazil two years ago to work for one of Brazil's hottest agencies, DM9, Sao Paulo.

Lowe & Partners/Latin America plans to buy five more agencies in the next month in Argentina, Chile, Colombia, Uruguay and Venezuela.

Lowe inherited a shop in Mexico City, now called Lowe & Partners/SMS de Mexico, with the acquisition of U.S. agency Scali, McCabe, Sloves in 1993.

Lowe only started taking Latin America seriously 18 months ago, with the startup of Lowe Loducca in Sao Paulo in partnership with well-known Brazilian creative director Celso Loducca. In December, Lowe Loducca won the $12 million Citibank account in Brazil from McCann-Erickson Worldwide at the same time Lowe's New York agency lost a pitch for Citibank business in the U.S.

Lowe is aggressively entering Asia, acquiring a majority stake this month in Monsoon Advertising, a 3-year-old creative hot shop in Singapore with a client list including Acer Computer International, Mercedes-Benz and Singapore Telecom.

Lowe & Partners/Monsoon will spearhead the network's growth in Southeast Asia.

Lowe took a minority stake in India's Enterprise agency in 1995 and Hong Kong's Live agency last year. The company said it will soon name someone to run Asia.

Until now, Lowe & Partners has operated mainly in the U.S. and Europe. But the absence of Asian and Latin American networks limited Lowe's ability to win international business.

The agency's multinational clients include Braun, Coca-Cola Co., Henkel, International Distillers & Vintners, Saab and, in Europe only, General Motors Corp.

The departure this month of David Jones, the Lowe Group vice chairman who was running Europe, sparked a reorganization there.

Adrian Holmes, chairman of London agency Lowe Howard-Spink, becomes chairman and chief creative office of Lowe & Partners/Europe. Jerry Judge, the London agency's chief executive, moves up to the same title at the European network.


Paul Hammersley, an Englishman working in New York as the worldwide coordinator of Lowe's Coca-Cola business, is moving back to London to become managing director of Lowe Howard-Spink, retaining his responsibility for Coke.

Mr. Jones is joining D'Arcy Masius Benton & Bowles, London, as group chairman, replacing John Farrell, who moves to New York in May as president of DMB&B North America.

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