Sir Frank Lowe is one of the greatest advertisers of the 20th century, responsible for many groundbreaking campaigns for global brands. His creative vision and keen sense of social value have left a lasting mark on the advertising industry and helped shape the way we view marketing today. Discover the extraordinary achievements and inspiring story of the man who revolutionized the advertising industry – Sir Frank Lowe.
Biography of Frank Lowe – a Legend in the Advertising Industry
“Frank Lowe single-handedly inspired a generation of writers, art directors and film directors to revolutionize advertising in Britain and around the world.”– That’s also what people often say about Sir Frank Lowe – one of the legendary figures who laid the first foundation for today’s advertising and marketing industry.
Frank Budge Lowe or commonly known as Sir Frank Lowe, was born on August 12, 1941. He is a British advertising executive who has worked for some of the world’s leading corporations such as Collett Dickenson Pearce, Lowe & Partners Worldwide and Red Brick Road.
Frank has also been behind many advertising campaigns for brands such as Heineken, Hovis, Benson & Hedges, Stella Artois, Reebok, Fiat and Vauxhall. During his time at CDP and Lowe, he has helped his agencies and clients win an impressive number of awards: 50 Grand Prix, Gold and Special awards at the Cannes Lions.
In addition to these awards, Sir Frank Lowe is the only accountant to have received the President’s Award from D&AD (Design and Art Direction) in 1988. In 2001, he was knighted for his charitable and advertising activities. Specifically, the British advertising giant donated around £2 million to the Capital Academy in northwest London.
Besides, Frank Lowe is also a legend in the advertising world thanks to his illustrious career marked by memorable milestones:
- 1959: Sir Frank Lowe begins his career in the mailroom of advertising Agency J Walter Thompson, after leaving Westminster School.
- 1967: Joins Britain’s largest advertising agency – Collett Dickenson Pearce, as an accountant working at Birds Eye.
- 1981: Sir Frank founded his own company – Lowe & Partners Worldwide, which grew to become a top 100 global firm with offices in 80 countries by the time he left the company.
- 1990: Sir Frank sells his company to US giant Interpublic and retires as chairman in 2003 after falling out with the parent company.
- 1992: Two years after the non-compete agreement ended, Sir Frank founded the integrated agency Red Brick Road, named after the road that Dorothy did not take in the famous animated film The Wizard of Oz.
- 2010: Lowe officially announces his retirement, “stepping back from day-to-day operations”
The Classic Advertising Works of Sir Frank Lowe
During his 4 decades in the marketing profession, Frank has left behind many classic advertising works, which are valuable lessons for modern marketing today. Typical examples include: “Every little helps” by Tesco, “Bird’s Eye”, “Reassuringly cost” by Stella Artois or Heineken: “Refreshes the parts other beers cannot reach”… These works have all appeared on the 100 Greatest TV Ads list.
Stella Artois – “Reassuringly Expensive”
One of Sir Frank Lowe’s most memorable advertising campaigns was the “Reassuringly Expensive” campaign for the Stella Artois beer Brand. The highlight of this campaign was the way Frank cleverly transformed the weakness of the product’s high price into a new advantage.
The idea behind the slogan is to assert that Stella Artois’ quality is worth the money consumers spend, thereby creating an image of luxury and class for the brand. Lowe’s took advantage of consumer psychology to turn the high price into an advantage, making customers feel proud to choose this product while creating a clear distinction between Stella Artois and its competitors in the market. It can be said that this campaign is one of the most classic examples of brand positioning and pricing for luxury brands today.
Heineken – “Refreshes the Parts Other Beers Cannot Reach”
In the 1970s, Sir Frank Lowe helped make the Heineken brand a huge success with an advertisement that carried the message “Refreshes the Parts Other Beers Cannot Reach”.
The ad features a woman who is having trouble with her pronunciation. When she drinks Heineken, these problems seem to disappear, and she can read the whole sentence: “The water in Majorca don’t taste like it ought to” with confidence and accuracy. Through this ad, Heineken is seen as a beer with a unique ability, bringing a special refreshment that other beers do not have. This message not only attracts consumers’ attention but also enhances the brand value, showing the uniqueness and class of Heineken.
Tesco – “Every Little Helps”
The advertising campaign, with the tagline “Every Little Helps”, emphasizes Tesco’s commitment to delivering value to customers in every aspect of the shopping experience. It conveys the idea that even the smallest changes made by Tesco, such as reducing prices, improving customer service, or improving product quality, can make a big difference to the customer’s shopping experience. It is a simple yet effective approach that creates a strong connection between the brand and the consumer.
Benson & Hedges Cigarette Brand with Creative Poster Design
One of the most infamous campaigns Frank Lowe ran at Collett Dickenson Pearce (CDP) was for the Benson & Hedges cigarette brand. At this time, cigarette advertising was difficult because it had been banned on British television since 1965, so Frank had to combine print and poster advertising to create this classic campaign.
To avoid the hassle of spreading the smoking message to young people, CDP created a very impressive campaign. A series of images placed yellow cigarette packs in elaborately staged surreal scenes. The ads did not show any people and did not contain any additional words other than the mandatory health warnings issued by the Government.
Interesting Stories/Facts About Frank Lowe
Addressing class issues in advertising campaigns
Up to now, mentioning stories related to politics and institutions has always been a sensitive element for the advertising industry. But, Frank Lowe boldly did it last century.
Sir Frank Lowe can be considered a pioneer in referring to class differences in advertising campaigns, at a time when the UK still had a very clear class division. He cleverly integrated class elements into advertising in a witty and humorous way, creating advertisements that not only attracted viewers but also had profound social significance.
Controversy over advertising contract
When he founded his new agency Red Brick Road in 2006, Sir Frank Lowe was accused of stealing business from his former agency Lowe Worldwide, with a £50m-a-year contract from Tesco. This led to a bitter legal battle between Frank Lowe and his former employers at Lowe Worldwide for many years.
The incident caused quite a stir in the advertising industry and also had a significant impact on Frank’s reputation. In the end, the two sides settled out of court, avoiding more serious legal consequences. This event not only demonstrated Frank Lowe’s determination and boldness, but also affirmed his great influence in the global advertising industry and the great appeal of this legend to brands.
Caused a fever when he became president of the Jury at Cannes Lions
Sir Frank Lowe was the President of the Jury at the “Oscar of Advertising” – Cannes Lions in 1995, one of the most prestigious events in the global advertising industry. Here, he caused a stir when he made the bold decision to “Refuse to award the Grand Prix” – the highest award of the festival, because he believed that no work was outstanding enough to deserve the award. This was also the first time a Grand Prix was left vacant in the history of this prestigious award.
Conclusion:
With his illustrious career and great contributions, Sir Frank Lowe not only reshaped the advertising industry but also opened up new approaches to reflect and impact society. He not only created impressive advertising campaigns but also skillfully integrated profound social messages into each product. His career and achievements will continue to be a source of inspiration for future generations in the advertising and media industry.
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