MullenLowe Lintas Group has announced the launch of PointNine Lintas, an independent full-service agency in India.
The agency that officially commences operations on 1 August 2017 will offer omni-channel marketing capabilities including creative (on and offline), PR, activation, experiential, social, media and digital transformation.
MullenLowe Lintas Group's existing marketing services will be aggregated under PointNine and will operate as its divisions. These include GolinOpinion (PR, reputation management); LinTeractive (digital marketing and transformation) and LinEngage (activation, experiential and shopper).
PointNine adds to the group's current independent agencies - Lowe Lintas and Mullen Lintas. Vikas Mehta, group CMO and president, Marketing Services for MullenLowe Lintas Group, will lead PointNine Lintas as CEO.
Joseph George, group chairman and CEO, MullenLowe Lintas Group, said, “We made our intentions to go full-service clear four years ago. While the list of companies and industries pursuing full-service (under different labels) has grown tremendously in this time, the approach to it remains more or less the same. PointNine Lintas is a fresh take at an agency model that’s multi-faceted at its core. So far, only holding companies have seen some success with this approach, but it’s restricted to a handful of very large global clients. An agency network doing this would be a first, and we believe it could broaden the base of clients who can tap into it.”
Mehta has been with the MullenLowe Group for more than ten years in various local and regional roles across Asia Pacific. He moved to MullenLowe Lintas Group India in 2013 as CMO.
George added, “I have worked closely with Vikas the past four years and I am absolutely certain that he is most qualified to deliver on this ambition. Not just because of his subject matter competencies required for a multi-service agency, but also for his passionate, stubborn and informed belief in ‘full service’ being the only way to go!”
Mehta said, “We have gone from the age of communication to the age of experiences. While the market has evolved at a furious pace, the agency models haven’t. The opportunity to take the Lintas pedigree and build an agency for the experiential economy is an inspiring one. Hyper-bundling is our biggest priority as a network and I’m grateful for the challenge to build a new agency that’s hyper-bundled from day zero."
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