Lowe Lintas restructures

MUMBAI, JULY 18: Lowe Lintas amp; Partners -- the new name for Lintas India -- has restructured its creative resources to achieve a sharp...

MUMBAI, JULY 18: Lowe Lintas amp; Partners 8212; the new name for Lintas India 8212; has restructured its creative resources to achieve a sharper focus on its creative products across all disciplines.

According to Lowe Lintas amp; Partners vice-chairman and managing director Prem Mehta: 8220;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 Team8217;. Hereafter, a team will work around each important brand that we handle.8221;

Elaborating on the Brand Team concept, Mehta said that it comprises a creative person, an account executive, media professionals and a brand manager. 8220;To gain insights into consumers8217; 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.8221;

Lowe Lintas amp; Partners executive creative director R Balakrishnan said that the primary objective of the whole exercise is to make advertising bucks work harder. 8220;By providing highly creative solutions, we want to put Indian advertising on the interntaional map,8221; Balakrishnan added.

Lintas India officially took on the Lowe Lintas amp; Partners8217; 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 amp; Partners Worldwide Jerry Judge said: 8220;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.8221;

According to Judge, Lowe Lintas amp; Partners in India will continue to be managed by its current management team led by Prem Mehta. 8220;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,8221; 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 amp; Partners is the second largest advertising agency in India.