MullenLowe Lintas Group offers 'framework for brands to succeed in challenging times'

The initiative is titled 'Restart and Restrat'

Sep 04, 2020 07:21:00 AM | Article | Campaign India Team

MullenLowe Lintas Group has announced the launch of 'Restart and Restrat', a framework the agency is creating to help marketers recover from the challenges the Covid-19 pandemic has caused their business.
The framework lays emphasis on how brands can deal with the impact on their specific industry. The agency has assembled a team of 'experts' across the world and research previous similar world events and their impact on attitudes and behaviours. It states that the framework will help brands navigate and overcome previously unforeseen challenges. 
Virat Tandon, group CEO, MullenLowe Lintas Group, said, “We are all witnessing the seismic impact of the current crisis on business, but even more significant is the way in which human lives are being affected. We humans are a resilient lot and have a great quality to adapt to changes. This is what we are witnessing even during the current crisis. 'Restart and Restrat' is our attempt as consumer experts to identify and predict the shifts in consumer attitudes and behaviours in general and specifically towards key categories. What makes this framework most useful is that these learnings are totally actionable for our client partners through a purpose-built suite of tools that we are deploying through our consulting arm, LinConsult.” 
S. Subramanyeswar, group chief strategy officer, MullenLowe Lintas Group, said, “The true test for any brand is not when it is in cruise mode - a vibrant and growing economy, conducive competitive conditions and buoyant consumer demand. It is when the entire ecosystem comes to a grinding halt, the business environment becomes uncertain and the very tenets on which a brand is built are no longer valid in a drastically changed scenario. Our ‘Restart and Restrat’ strategic framework not only reveals the gravity of the current situation but also explores a promising recession beating growth strategy that outmaneuvers uncertainty which all clients are confronted with, including specific brand messaging approaches and brand positioning for recovery in different phases in a digitised consumer republic.” 
The agency aims to have webinars for the same which will be hosted by Subramanyeswar.