The Lintas Media Group is reputed for its business orientation and strategic thinking which enables them to build impactful and relevant media solutions for their clients. To consolidate its focus on strategic thinking, the Lintas Media Group announced the launch of “The Collaborative”. This is LMG’s central team that focuses on development and application of knowledge and systems for next generation media planning.
“The Collaborative” is headed by Premjeet Sodhi, President and shall continue to drive competitive advantage by application of media sciences in all aspects of the business. “The media agencies are undergoing a re-engineering as the media consumer evolves due to fragmentation of current media in content and form and emergence of new media. The media practices can no longer be skewed towards traditional forms of communication and we are defining newer ways of approaching the subject of communication design” said Premjeet Sodhi.
The Collaborative shall bring together the domains of - planning sciences, buying analytics, consumer & category landscape which were earlier operating as independent teams. The Collaborative team has a mix of expertise from various faculties and a lot of experience under their belt. Going forward, world-class technology solutions will be formulated in these domains to create efficiency and value for the media planning & buying teams.
Commenting on the launch, Ms. Lynn de Souza said, “Today, each of the teams has developed an enviable body of knowledge in their respective areas. The formation of a common team under the banner of ‘The Collaborative’ will build synergies in their growth and enable efficient harvesting of the knowledge for application to the whole business.”
The primary pillars on which the success of The Collaborative rests are: driving “collaboration” across teams and offices; ensuring efficiency of media planning/ buying processes through process re-design and application of technology; and bringing the perspective of the evolving media landscape into communication design. Lintas Media Group, Karishma Initiative and Aaren Initiative are the business units that The Collaborative caters to.
About Lintas Media Group
Lintas Media Group, headed by media veteran Ms Lynn de Souza, is a leader in providing its clients with a Value based service offering. Lintas Media Group specialises in advanced scientific media planning and buying activity and is acknowledged for its collaborative approach for partnering for client success. The Group has recently been taken over by its parent IPG and has undertaken a strategic organizational re-engineering process to further strengthen its leadership within the country. The Group consists of Lintas Media Group, Aaren Initiative and Karishma Initiative. This has been established on the lines of Client or Regional Collectives and Collaborative for effective service delivery specifically in ‘Tools and Technology’, “Buying Analytics’, Planning Sciences’, ‘Emerging Media’ and ‘Consumer Understanding.’
Lintas Media Group clients include ITC Ltd, Maruti Udyog Ltd, Bajaj Auto, MRF, Sony, UTI, Tata Mutual Fund, and over a 100 others. (Standard Para about LMG, KI, AI)
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About Aaren Initiative
Aaren Initiative specializes in offering Out Of Home services. It is member Lintas Group and the group has been recently taken over by its parent IPG. Aaren Initiative pioneered outdoor planning tool (AIPT), the robust monitoring services (AdVigil) and creative customization tool (AdView). Aaren Initiative specializes in innovative approach to OOH and has planned and executed various clutter breaking innovations.
Aaren Initiative clients include Hindustan Unilever, Nokia, Sony, Jockey, Monte Carlo, Tata Capital, Allied Blenders and 20 others.
About Karishma Initiative
Karishma Initiative is the third media service agency launched by the Lintas Group. The Group has recently been taken over by its parent IPG and has undertaken a strategic organizational re-engineering process to further strengthen its leadership within the country. The Group consists of Lintas Media Group, Aaren Initiative and Karishma Initiative. Karishma Initiative specializes in advanced scientific media planning and buying activity and is acknowledged for its collaborative approach for partnering for client success.
Karishma Initiative clients include Etisalat DB Telecom, Samsonite, Revlon, Austrian Airways, Qatar Airways, Computer Associates, Sharp Electronics, Four Seasons, Geodesic and Bombay Dyeing.