Lintas Media Group chairman and CEO Lynn de Souza said, "We are consciously bringing in different disciplines into the agency. Bosco‘s diverse background in advertising, financial communication, education and unit management will lend a lot of width to our contribution in addressing the challenges our clients face."

In his new position, D‘Mello will co-ordinate with LMG‘s president and COO NP Sathyamurthy to carry out the Mumbai operations.

D‘Mello said, "The non-traditional media space is growing exponentially and we would like to develop and drive brand properties for our clients in these areas as well. This will provide us a platform to offer greater value to our clients. I am keen to bring a wider marketing and business perspective to media planning, buying and execution, which will enable us to partner clients more effectively in all-round brand development."

D‘Mello brings in 20 years of experience and has worked in areas such business development and marketing and communications across multiple sectors including advertising, retail, education and financial services.