Relaunch follows Lowe Lintas & Partners’ tie-up with Interactive Avenues last year. CMO Vikas Mehta will head the new division
BestMediaInfo Bureau | Mumbai | May 15, 2014
After partnering with IPG’s full-service digital agency Interactive Avenues last year, Lowe Lintas & Partners is taking the association to the next level and relaunching its digital division, LinTeractive.
While LinTeractive will offer services and solutions to clients across digital platforms, what will set it apart will be its focus on brand strategy and creative throughput that will form the core of its digital strategy. The end offerings will be delivered seamlessly across multiple platforms by teams of domain specialists comprising strategists, technologists and creators.
The full-service digital entity will be helmed by Vikas Mehta, Chief Marketing Officer, Lowe Lintas & Partners, who has been entrusted with an additional responsibility of heading LinTeractive.
Announcing the launch and sharing his vision for LinTeractive, Joseph George, CEO, Lowe Lintas & Partners, said, “The relaunch marks Lowe Lintas & Partners’ broader vision of strengthening its group offerings and our proven ability to deliver in-market success for our clients. LinTeractive will work closely with brand teams and Interactive Avenues in conceiving and executing ideas that consumers want to belong to and get involved with.”
LinTeractive will be managed as a part of the group Lowe Lintas & Partners India, working closely with their advertising counterparts at Lowe Lintas. According to the agency, there is a clear attempt to mainline the digital offering and approach it as an integrated offering.
Outlining the agenda for LinTeractive in India, Vikas Mehta said, “With LinTeractive, we are making a decisive move towards mainlining digital and embedding it into the core of all our offerings including advertising, PR, activation, brand consulting and so on. We believe that digital disciplines have become too crucial to brand success to be treated like a specialist-only function.”
LinTeractive will add a layer of brand and consumer engagement expertise on top of the usual capabilities offered by most digital agencies including search, social, web|mobile, technical development, analytics, campaign activation and digital media.
The new division will work with existing clients of Lowe Lintas on digital integration as well as with independent clients as a full-service digital agency. Interactive Avenues would continue to partner LinTeractive for execution in areas like SEO, SEM, technical development, and online media planning and buying.
LinTeractive would function with offices in Mumbai and Delhi with plans to open the Bangalore arm soon.