MediaPost reported Omnicom executed another erasure-mashup involving two White advertising agencies—180 US and adam&eveDDB NY—to launch Lola USA.
The Lola agency brand was already established globally, with Lola Madrid and Lola\TBWA in Brazil.
The Lola name derived from combining the Lo from Frank Lowe of Lowe & Partners and the La in Latino. Lowe & Partners was a White advertising agency that IPG merged with Mullen Advertising in 2015 to create MullenLowe—which was ultimately erased and absorbed by TBWA after Omnicom acquired IPG last year. Oh, and IPG is gone too.
Pity the drones who shuffle through constant merging, erasing, restructuring, redundancies, and RIFs—including endless revisions to org charts, business cards, email footers, and LinkedIn profiles.
An executive at the new Lola USA declared, “We’re unashamedly ambitious. From top to bottom, there’s something beautifully irrational about how driven this team is to solve hard problems for our clients. We’re hungry. We’re obsessed. And we won’t rest until our friends jealously text us about what we’ve created.”
But first, the team must figure out who, what, when, where, why, and how they are.
Lola USA Debuts, Combines 180 US And Adam&EveDDB New York
By Fern Siegel
Lola USA has debuted, combining 180 US and adam&eveDDB New York into a micro-network within Omnicom. Lola Madrid and Lola\TBWA in Brazil are also part of the company.
The new agency is led by CEO Agathe Guerrier and CCO JD Jurentkuff. Lola USA reports 50% of the agency is dedicated to creative roles.
“Many marketers are feeling the squeeze, with shrinking ambition driven by tighter budgets and uncertainty,” said Guerrier, the former 180 US CEO. “We’re here to position a new type of agency. One that combines the artisanal culture of an independent, with the depth of technology and connected capabilities only Omnicom can provide. An agency reimagined for the future, with consultative acumen and cultural edge.”
Clients include Porsche, adidas, Molson Coors, JetBlue and Disney. First work is expected in the coming months.
The agency specializes in brand and marketing strategy, creative campaigns, brand design, and social and editorial storytelling, supported by Omnicom’s AI capabilities.
“We’re unashamedly ambitious,” added Jurentkuff, a former 180 US TBWA\Worldwide and Apple agency executive. “From top to bottom, there’s something beautifully irrational about how driven this team is to solve hard problems for our clients. We’re hungry. We’re obsessed. And we won’t rest until our friends jealously text us about what we’ve created.”
Additional staff includes Kimmy Harvey as head of creative operations, with Mike Bokman and Jason Ashlock as ECDs. Mitch Horton leads as head of design. On the business side, Elliott Bastien is head of strategy, Laura Cona is Chief Growth Officer, Devon Hay is managing director, Caroline Jackson is Chief Client Officer and Margaret Coleman is head of account management.
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