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NEW YORK (AdAge.com) -- Lowe Lintas & Partners, laboring to get the shop moving forward, is pressing staffers to embrace a new one-word mission: "Stretch."

Executives of the Interpublic Group of Cos. agency, gathering in front of the Fashion Institute of Technology in Manhattan's garment district after an all-agency meeting, discussed the relevance of the curious new agency theme.

Commenting on Stretch, Gary Goldsmith, chairman of Lowe Lintas, said, "It has a lot of relevant meanings, both internally and for our clients."

But Mr. Goldsmith, CEO-U.S. Paul Hammersley and Rob Quish, president of the New York office, refused to comment further on the content of the two-hour meeting of all 600 Lowe Lintas employees.

Lowe Lintas' agency rally follows a period of account shifts and management changes as the agency attempts to meet aggressive Interpublic financial targets.

People familiar with the meeting said Lowe Lintas executives fielded questions from employees and denied a rumored merger with Interpublic sibling Deutsch, New York.

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