Contact Information


London EC1Y 1AT
telefon: (+44) 20 7584 5033

Alex Leikikh

Alex Leikikh

Global Chief Executive Officer, MullenLowe Group
Naomi Troni

Naomi Troni

Global Chief Growth Officer, MullenLowe Group

telefon: (+44) 7540 964 758

James Fox

James Fox

Global Chief Strategy Officer, MullenLowe Group
Jose Miguel Sokoloff

Jose Miguel Sokoloff

President of MullenLowe Group Creative Council and Chief Creative Officer, MullenLowe Group UK
Hugh Doherty

Hugh Doherty

Chief Financial Officer & Chief Operations Officer, MullenLowe Group
Helen Bell

Helen Bell

Unilever Chief Operating Officer, MullenLowe Group
Vincent Digonnet

Vincent Digonnet

APAC Chief Executive Officer, MullenLowe Group
Francisco Samper

Francisco Samper

President, MullenLowe Group Latin America & Co-Chairman and Chief Executive Officer, MullenLowe SSP3

telefon: (+44) 1 605-8000

Anthony Hopper

Anthony Hopper

Global Chief Executive Officer, MullenLowe Open
John Moore

John Moore

Global President, MullenLowe Mediahub
Aaron Reitkopf

Aaron Reitkopf

Global Chairman, Mullenlowe Profero
Lee Newman

Lee Newman

Chief Executive Officer, MullenLowe U.S.

telefon: (+44) +1 4247386700

Mark Wenneker

Mark Wenneker

Chief Creative Officer, MullenLowe U.S.
Jeremy Hine

Jeremy Hine

CEO, MullenLowe Group UK

Basic Info

temel yetkinlikler: Full Service, Digital, Mobile, Social Media, E-Commerce, SEO, Web Design, Shopper Marketing/Point of Sale/Sales promotion, Direct/Tele/Database Marketing/CRM, Experiential, Branded Content/Entertainment, Marketing Technologies/Analytics, Media Buying/Planning, Corporate Communication, Recruitment/Motivation, Crisis Communication, Public Affairs, Events/Sponsoring, Branding/Celebrity endorsement, Strategy and Planning

Bulunan yer: 1981

Çalışan: 6400

Ödüller: 778

Yaratıcı Çalışma: 274

Müşteriler: 53

temel yetkinlikler: Full Service, Digital, Mobile, Social Media, E-Commerce, SEO, Web Design, Shopper Marketing/Point of Sale/Sales promotion, Direct/Tele/Database Marketing/CRM, Experiential, Branded Content/Entertainment, Marketing Technologies/Analytics, Media Buying/Planning, Corporate Communication, Recruitment/Motivation, Crisis Communication, Public Affairs, Events/Sponsoring, Branding/Celebrity endorsement, Strategy and Planning

Bulunan yer: 1981

Çalışan: 6400

Ödüller: 778

Yaratıcı Çalışma: 274

Müşteriler: 53

MullenLowe Group


London EC1Y 1AT
telefon: (+44) 20 7584 5033
Alex Leikikh

Alex Leikikh

Global Chief Executive Officer, MullenLowe Group
Naomi Troni

Naomi Troni

Global Chief Growth Officer, MullenLowe Group

telefon: (+44) 7540 964 758

James Fox

James Fox

Global Chief Strategy Officer, MullenLowe Group
Jose Miguel Sokoloff

Jose Miguel Sokoloff

President of MullenLowe Group Creative Council and Chief Creative Officer, MullenLowe Group UK
Hugh Doherty

Hugh Doherty

Chief Financial Officer & Chief Operations Officer, MullenLowe Group
Helen Bell

Helen Bell

Unilever Chief Operating Officer, MullenLowe Group
Vincent Digonnet

Vincent Digonnet

APAC Chief Executive Officer, MullenLowe Group
Francisco Samper

Francisco Samper

President, MullenLowe Group Latin America & Co-Chairman and Chief Executive Officer, MullenLowe SSP3

telefon: (+44) 1 605-8000

Anthony Hopper

Anthony Hopper

Global Chief Executive Officer, MullenLowe Open
John Moore

John Moore

Global President, MullenLowe Mediahub
Aaron Reitkopf

Aaron Reitkopf

Global Chairman, Mullenlowe Profero
Lee Newman

Lee Newman

Chief Executive Officer, MullenLowe U.S.

telefon: (+44) +1 4247386700

Mark Wenneker

Mark Wenneker

Chief Creative Officer, MullenLowe U.S.
Jeremy Hine

Jeremy Hine

CEO, MullenLowe Group UK

Where Did All The Fashion Advertising Go?

CCO of MullenLowe Group UK, Jose Miguel Sokoloff, wonders how fashion advertising has altered since the twin pillars of culture and technology took control of a brand’s profile.

I used to see it everywhere. Well, not everywhere, but almost everywhere.

It was out in the streets, it was filling magazines, it occupied pages and pages of the newspapers. Beautiful people looking unhappy in beautiful clothes. It was omnipresent.

And then there were the gigantic logos on belt buckles, on shirts and jackets, the signature linings of some overcoats and the signature print on leather. People were advertising the brands they paid for so dearly all the time, sometimes discreetly but always, and everywhere.

Everything we wore was identifiable; the stitches on the back pockets of our jeans, the shape of our moccasins and design of our raincoats. It seemed everything was one, huge personal branding exercise.

The Polo horse got larger, the Lacoste alligator became big enough to swallow the Polo horse and every brand out there decided it was time to have a ‘smashable’ logo, and to have it everywhere.

A fashion revolution

Everyone started to follow in fashion’s footsteps. But fashion apparently had nowhere else to go. Until the three revolutions;

– Rap
– YouTube
– Instagram

High fashion brands became rap itself.

Here’s a list of the year each of these brands peaked in rap mentions, according to Chris Gayomali for GQ in 2015:

Manolo Blahnik (2000); Moschino (2001); Prada (2002); Karl Lagerfeld (2002); Burberry (2003); Louis Vuitton (2006); Dolce & Gabbana (2006); Gucci (2008); Dior (2008); Ralph Lauren (2008); Mulberry (2008); Fendi (2009); Vivienne Westwood (2009); Christian Louboutin (2010); Marc Jacobs (2010); Valentino (2010); Missoni (2010); Versace (2011); Tom Ford (2011); Hedi Slimane (2011); YSL/Saint Laurent (2014); Chanel (2015); Givenchy (2015); Alexander McQueen (2015)

Ok, so fashion brands went hip-hop

Then they also went to YouTube. From Prada, and its famous A Therapy by Roman Polanski video in 2012, to many other content films about, well, nothing really, fashion brands understood they needed to be available but not in your face.

The same principle led them to the real revolution; Instagram. Where happy people wearing clothes they love (once) is everywhere. Fashion has become more immediate, the time that separates the catwalk from the rack has almost disappeared. Instagram is the ultimate platform for this. Oscar de la Renta was the trailblazer, but everyone quickly followed.

Today, all brands have an app and an Instagram feed where millions of loyal customers get their kool aid daily. That’s where it’s at. Dedicated platforms that feed the hunger of the audience in the form of stories, short videos and product photo shoots. It’s like the first 100 pages of Vogue. In your phone. Daily. Nothing extraordinary to look at because it lacks the scale, but very transactional and commercial.

The ecosystem changed, but its effect stayed intact. Rap is now responsible for making the brands famous and cool, YouTube is keeping them avant-garde and interesting and Instagram makes them accessible.

“Everything changes, nothing changes”, or as Saint Laurent might have said, “plus ça change, plus c’est la même chose”.

Jose Miguel Sokoloff, Global President, MullenLowe Group Creative Council and Chief Creative Officer, MullenLowe Group UK

This article was originally published on Shots

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