2013 was the culmination of an aggressive three-year new business plan that was put in place in early 2011, resulting in the agency signing upward of 300 new businesses in this period
BestMediaInfo Bureau | Mumbai | April 23, 2014
In a year that was relatively sluggish for the industry, Lowe Lintas & Partners announced yesterday that the agency has notched over 100 business wins in the past 15 months. These wins have come across its seven divisions and nine offices in India.
Joseph George (Joe), CEO, Lowe Lintas & Partners, said, “2013 was the culmination of an aggressive three-year new business plan that was put in place in early 2011, resulting in us signing upward of 300 new businesses in this period. Fantastic work leading to in-market success of our existing brands has played a disproportionate role in helping us earn the confidence of new clients. I have always believed that doing well on existing business is the best strategy to acquire new business.”
Some of the clients acquired in this period include Hero Motocorp, Star TV, OLX, Heinz, Bharat Matrimony, Onida, Expedia, bookmyshow, Milma, Coir Board, Bharat Benz, Max Bupa, Finolex, Gyproc, Apollo Hospitals, Wockhardt, Bharat Forge, MCX, Rajasthan Tourism, Nutricia, Mahanagar Gas, Dr Reddy’s Labs, among many others.
Lowe Lintas, IPG’s largest operation in India, partners about 250 clients. Some of them are among India’s most successful and marketing savvy companies – Aditya Birla Group, Arvind Brands, Axis, Britannia, Croma, Dabur, DLF, Essar, Future Group, Godrej, Havell’s, Hindustan Unilever, ICICI, ITC, Johnson & Johnson, Maruti, Micromax, MRF, Nestle, Croma, Tata Tea, Tanishq, Times Group, Videocon to name a few.
Amer Jaleel and Arun Iyer, National Creative Directors at Lowe Lintas, said, “The agency has put out the best body of work in the industry for two years in a row. So while 100 or 300 is a statistic that we are certainly very happy about, what is even more gratifying is that the infectious energy of these wins are spurring on all of us to deliver even better work.”
Lowe Lintas has traditionally been a strong player in advertising, but in recent times, its divisions outside of advertising have been significant contributors to business growth. A reasonable chunk of the over 100 wins have been accounted for by LinOpinion-Golin Harris (Public Relations), LinEngage (Activation), dCell ( Design), LinTeractive-Interactive Avenues and LinHealth-ICC (Healthcare Marketing).
Some of the clients acquired in this period by the “non-advertising” divisions include Shapoorji Group, Brylcreem, Bru Coffee, Haldiram’s, Abbot India, Piramal, Mattel Toys, Tata Asset Management, Supermax, Wadhawa Group, NEC India, Herbalife, INOX, GM Pens, VST Industries, Government of Netherlands, Onida, Sony Max, Bangalore Literature Festival among many others.
Vikas Mehta, Chief Marketing Officer, Lowe Lintas, said, “For the past year or so, we’ve gone about client acquisition as a group in a lot more orchestrated manner. It’s heartening to see our divisions like PR, Activation, Digital and Healthcare firing too. The investments we made through partnerships like Interactive Avenues and Golin Harris have shown results and we would like to make further and faster strides in that direction.”
George concluded, “An often used metric by clients to evaluate a potential agency partner is the consistency with which it keeps putting out work that impacts bonding, buzz and business results. And most new prospects find us doing rather well on that count…”