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NEW YORK (AdAge.com) -- Interpublic Group of Cos.' Lowe Lintas & Partners is dropping "Lintas" from its name and is adopting "Lowe" as its global identity, said an individual familiar with the move.

The rebranding, following years of mergers and name changes, marks the end of the line for a name that dates to 1929, when Lever Bros. set up a house agency under the name Lever International Advertising Service, or Lintas.

The change comes as the agency works to reenergize. Earlier today, an all-agency meeting was held at the Fashion Institute of Technology in Manhattan's garment district.

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