MullenLowe London Announces Acquisition of Creative Agency 101 Posted on


Today, MullenLowe London announced the acquisition of independent creative shop 101.

Founded in 2011 by Phil Rumbol, Laurence Green, Mark Elwood, and Steve Waring, 101 was recently named Silver medallist in the AdAge ‘International Small Agency of the Year’ awards, and was also nominated for four Marketing Society Awards for Excellence, making it the most shortlisted independent agency for the third year in a row. The agency brings with it a host of clients such as, Art Fund, BBC, GAME, Heineken, Scottish Widows, Subaru, and Zoopla which will strengthen MullenLowe’s client base in the UK.

Laurence Green, 101’s Founding Partner commented; “Becoming part of MullenLowe doesn’t just mean a broader offering for our clients and a bigger stage for our colleagues. We know, like and respect the team, and we share their mission to win an unfair share of attention and success for their clients. It’s an exciting new chapter for us all, perhaps especially for Phil and I as people who earnt their advertising spurs at Lowe, as client and strategist respectively.”

Green and Rumbol have been behind some of the world’s most iconic advertising campaigns such as Cadbury’s drumming gorilla, the Sony ‘Balls’ advert, and the original resurrection of Skoda.

The acquisition comes after several months of additions to MullenLowe Group in the UK, who appointed Jo Arden from 23red as Chief Strategy Officer, Dino Myers-Lampty from the7stars as the Managing Director of MullenLowe Mediahub, and added MullenLowe salt, the strategic communications and PR agency, to their list of specialisms.

Dale Gall, MullenLowe London’s CEO, said; It is no secret we have been rebuilding MullenLowe London to match our vision of bringing together best of breed creativity, PR, digital, media, CRM and strategy. This means working together as a hyperbundled team, with one P&L, under one roof – to disrupt the status quo and create the next generation of agency. In acquiring the great talents that make up 101 we see the opportunity to accelerate this ambition.”

Alex Leikikh, Global CEO MullenLowe Group commented, “Ultimately our clients hire us to help differentiate their brands and products by applying creativity to tricky challenges. To that end we must attract world-class insight, strategic, creative, and management talent to our agency. Having worked with Laurence and Steve during our Fallon days I can tell you that they and their team will make us smarter, more creative, more nimble, and more efficient. And on a personal level I’m thrilled to reunite and work with old friends.”

On 2nd October, 101 will be fully merged with, and rebranded as MullenLowe London with the Founders becoming part of the management team. 101’s employees will move into MullenLowe’s Old Street offices and Tom Knox, will be working closely with Rumbol, Green and Gall to ensure a smooth transition process.