MUMBAI: In a bid to consolidate its focus on strategic thinking, Lintas Media Group (LMG) has rolled out ‘The Collaborative‘, a central team that will focus on development and application of knowledge and systems for next generation media planning.
 
The new division to be headed by LMG president Premjeet Sodhi will cater to business units including LMG, Karishma Initiative and Aaren Initiative.

"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 Sodhi.
 
‘The Collaborative‘ will bring together domains of planning sciences, buying analytics, consumer and category landscape which were earlier operating as independent teams.
 
Averred LMG chairman & CEO Lynn de Souza, "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."