Lowe Lintas restructures

Lowe Lintas restructures
ENS ECONOMIC BUREAU

MUMBAI, JULY 18: Lowe Lintas & Partners -- the new name for Lintas India -- has restructured its creative resources to achieve a sharper focus on its creative products across all disciplines.

According to Lowe Lintas & Partners vice-chairman and managing director Prem Mehta: ``In a bid to offer the most creative communication solutions to our clients, we have changed the team structure at our agency. Also, we have introduced a new concept, that of a `Brand Team'. Hereafter, a team will work around each important brand that we handle.''

Elaborating on the Brand Team concept, Mehta said that it comprises a creative person, an account executive, media professionals and a brand manager. ``To gain insights into consumers' minds, we have restructured our functioning processes. As we are in the business of providing new ideas and creativity, it was necessary to restructure our agency to serve our clients better.''

Lowe Lintas & Partners executive creative director R Balakrishnan said that the primary objective of the whole exercise is to make advertising bucks work harder. ``By providing highly creative solutions, we want to put Indian advertising on the interntaional map,'' Balakrishnan added.

Lintas India officially took on the `Lowe Lintas & Partners' name on Tuesday. This is in line with the global merger of Ammirati Puris Lintas and The Lowe Group. Announcing the merger, president of Lowe Lintas & Partners Worldwide Jerry Judge said: ``It is a very important day and we are pleased and proud to be associated with this agency in India. It is a great benefit for us to be in India.''

According to Judge, Lowe Lintas & Partners in India will continue to be managed by its current management team led by Prem Mehta. ``There will not be any dramatic change now. We will be evolving together over the next few years. With this merger, we hope to register a 10 per cent organic growth by next year,'' explained Judge.

With billings of over $12 billion, the Lowe Group has been ranked as the fourth among global agency groups across the globe. Lowe Lintas & Partners is the second largest advertising agency in India.