303 MullenLowe drops holding-company branding, returns to independent roots

303 MullenLowe is rebranding to 303, marking a return to its independent roots four years after Attivo Group acquired a majority stake in the agency.

The move ends the agency’s dual-branding era and restores the name it launched with in Perth in 1991 before expanding into Sydney and later Auckland. While the branding shifts, the agency will continue operating an integrated model spanning creative, media, strategy, digital, PR and retail activation.

303 sits within Attivo Group, which also owns Mediahub, Tonic Communications, Farrimond and The Next Practice. Attivo executive chairman ANZ Anthony Gregorio said the change gives the agency greater control of its direction at a time of major global restructuring.

“The team is embracing the opportunity to take the wheel of the agency’s future direction at a local level. With so much change at a multi-national level, it’s a great opportunity to take a capability-rich offering to market under a single brand,” Gregorio said.

Attivo Group CEO ANZ Sue Squillace said the 303 MullenLowe brand built a strong reputation in creative effectiveness and behavioural change, supported by long-term client partnerships and multiple Effies.

The agency has picked up several new accounts this year, including SafeWork NSW, the NSW Environment Protection Authority, Netball WA, Levande Retirement Living, the Push-Up Challenge and WA Museum. It has also delivered recent work for Budget Direct, OMO, Weet-Bix, St John WA, Lotterywest and Sanitarium.

The ownership structure remains unchanged, with Attivo retaining its majority stake in 303 and Mediahub.