Lintas Media Group (LMG) has announced the launch of “The Collaborative”, bringing together the domains of planning sciences; buying analytics and consumer and category landscape. Headed by Premjeet Sodhi (pictured), president, "The Collaborative", it will operate as a central intelligence agency that will focus on development and application of knowledge and systems for LMG’s media planning and buying ‘collectives’.
Said Lynn de Souza, chairman, LMG, “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 key responsibilities of The Collaborative will include: 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.
Said Sodhi, “With the changing media landscape, media services can no longer comprise just picking up empty spaces at best rates. There is a need to deliver a unified knowledge base, tools and methodology to our planning and buying teams who can then use them efficiently as per the communication needs of different clients. It was important for LMG’s planning sciences, buying analytics and category and consumer landscape to unite and offer an integrated solution based on the philosphy of ‘exchanges’ to the different business units or collectives.”
“Ours is a fairly flat structure and while a team of specialists will be leading various functions, there will be a lot of cross-pollination,” said Sodhi. "There would be seamless interaction with the buying and planning collectives."
The collaborative will cater to LMG, Karishma Initiative and Aaren Initiative.
The collaborative will cater to LMG, Karishma Initiative and Aaren Initiative.
