Going Be-Lowe the Line
Zipatoni gains a large partner.
The Zipatoni Co. expects to receive new business through its partnership with The Lowe Group, the worldwide agency with more than $4 billion in annual billings that itself is part of advertising behemoth The Interpublic Group.
Lowe acquired a “substantial minority share” in Zipatoni last month because it is seeking a more complete approach to marketing services. St. Louis-based Zipatoni will continue to operate as a stand-alone agency under its existing name and management.
“We brought them in as partners because they are totally dedicated to a creative approach to advertising and brand-building, which furthers our goal of matching strategic intent with creative execution,” says Zipatoni chief operations officer Norty Cohen.
Cohen said the arrangement gives Zipatoni an opportunity to work with some of Lowe’s agencies, including minority-owned The Martin Group, New York City. Lowe has a minority share in New York City – based promo shop the Diamond Group, too.
“We have been looking to expand into sales promotion and marketing services. We think Zipatoni is a terrific company,” says Lowe Group spokesperson Valerie Collin, who noted that the two sides first met last summer.
In a prepared statement, Lowe Group ceo and founder Frank Lowe said: “In Zipatoni we have found a partner who has disproved the widely held prejudice that quality, creativity, and imagination do not achieve the best results in the whole area of promotion.”
Interpublic Group owns scores of advertising, marketing, and promo firms including such big outfits as Campbell Mithun Esty, DraftWorldwide, and McCann-Erickson WorldGroup.
