MullenLoweLintas Group has announced the leadership team for its recently launched PointNine Lintas.
The agency had brought together GolinOpinion (PR, reputation management); LinTeractive (digital marketing and transformation) and LinEngage (activation, experiential and shopper) under PointNine Lintas.
Ameer Ismail (president, GolinOpinion) has been named chief growth officer. Sumanta Ganguly (EVP, LinTeractive) has been appointed as national director – digital marketing and transformation. Sriharsh Grandhe (EVP, LinEngage) is national director – consumer engagement.
All teams of PointNineLintas will be co-located in offices in Mumbai, New Delhi (NCR) and Bengaluru, informed an agency statement.
Vikas Mehta said, CEO, PointNine Lintas, said, “The biggest challenge in getting an omni-channel model right is the ability to bring multi-disciplinary expertise together upfront. This leadership team is made up of seasoned practitioners. It allows us to bring multiple disciplines to the table right at the start and offer clients, a customised agency team that’s built around their brand opportunities. This is in sharp contrast to the administrative structure most agencies follow for their verticals. We are lucky to have experts like Ameer, Sumanta and Sriharsh within the organisation, to be my co-founders at PointNineLintas.”
Ismail said, “I believe a truly omni-channel agency is imperative for today’s market. We will be amongst very few agencies that kick start with such a deep and diverse capability line-up. To exploit the full potential of our offering, my role as chief growth officer will be to create a dynamic strategy that will ensure PointNineLintas works with some of the best brands and develops into one of the most significant agencies in the country.”
Sriharsh Grandhe will lead the consumer engagement practice for PointNineLintas which includes activation, experiential and shopper marketing. He will also be involved in developing the agency’s product –stack of mar-tech offerings.
Grandhe said: "Over the last two years at LinEngage, a considerable effort has been made on creating effectiveness for our clients and we have successfully demonstrated reach-to-conversion ratios as healthy as 35 per cent. We have worked closely with a few of our longstanding clients to experiment and continually improve on engagement KPI's. At PointNineLintas, the goal would be to take these models to even more touch-points to create greater business impact.”
Sumanta Ganguly will lead the digital practice for the agency.
He said, "Digital is no longer the purview of communication alone, today it’s leading the discussion of business transformations. We are at the crossroads of design, data and platforms, and will continue to focus on digital transformation stories for a larger set of clients at PointNineLintas.”
Mehta added, “One of the big reasons why full-service is preached more often than practiced, is because every skill-set comes with its own administrative layers. For example, when you need a PR expert, you also inherit the administrative layer of a PR agency. In a day-to-day working scenario, this becomes a major barrier to collaboration. We’ve made a conscious choice to cast our best minds as both, ‘practitioners’ and ‘managers’ making it easier to collaborate seamlessly.”
The group had announced the launch of PointNine Lintas last month. The agency had brought together GolinOpinion (PR, reputation management); LinTeractive (digital marketing and transformation) and LinEngage (activation, experiential and shopper).