Lowe Forever in Denmark adopts new name Draft

The news follows the announcement last March that advertising agency Lowe and integrated agency Draft, both part of the Interpublic Group, were forging a global alliance. There are no plans to merge the two brands in Denmark, where they will remain separate.

Draft will work with existing clients GE Capital, Lever Faberge, the Danish Coffee Council, and Johnson & Johnson.

Jette Nejstgaard, the president of Lowe Denmark, said: "Rebranding Lowe Forever as Draft is not simply another name change. Draft offers the best tools and know-how necessary to succeed in our market, while freeing Lowe up to do what it does best -- creative advertising."

Howard Draft, the chairman and chief executive of Draft and chairman of the Lowe partnership, said the two agencies complemented each other well and were already helping one another in multiple markets.

"We're both obsessed with whether we're doing the best work for our clients and giving them the right solutions. That is certainly the case in Denmark and will be our competitive advantage," he said.

Draft now has 34 offices in 27 countries.

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This article was first published on brandrepublic.com