MAM

LinTeractive launches Deep Digitisation

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/05/31/Untitled-1.jpg?itok=X_2WuVN6

MUMBAI: LinTeractive, the digital arm of MullenLowe Lintas Group, unveiled a proprietary framework named Deep Digitisation at a major regional industry event today, in Singapore.

Digital Transformation is a subject gaining currency, both as an opportunity and a cause-of-concern, across the industry over the past year. LinTeractive’s framework, Deep Digitisation, looks at re-imagining organizations for a digitized environment, leading to transformation as the outcome.

Eight months ago, the agency set up a task-force of technologists, designers, analysts and strategists, to develop approaches that could help large organisations evolve for a digitised environment. The team, led by LinTeractive EVP Sumanta Ganguly came up with several hypotheses and some prototypes that eventually led to the Deep Digitisation framework. The agency claims to have tested alpha versions of it with some of its existing clients to establish applicability and robustness.

MullenLowe Lintas Group -- marketing services Group CMO and President Vikas Mehta said, “We’ve been in several conversations with clients about Digital Transformation over the past months. A pattern seems to be emerging, where a discussion with CMOs quickly evolves to include the CTOs and the CEOs as crucial players who need to come together to drive digitisation. While there are several offerings in the market that promise digital transformation, they come from either consulting or technology firms. Each has its own strengths, but almost all of them fall short of building an ecosystem around every company’s most important asset, its customers. This observation led us to start working on a model that could put users (including consumers), at the heart of an organisation’s digital ecosystem.”

Speaking of the launch, Ganguly said, “Most of today’s successful companies were born in an era of competition. They are organised around competencies and structured to create competitive advantage. Their digital pursuits are reflective of this reality where every department is driving multiple digital efforts simultaneously. But when you add them all up, it ends up with common gaps, as well as duplicated efforts. In an era of collaboration, the whole company needs to come together as one, and create a seamless experience for every user group. We’ve attempted to achieve that through Deep Digitisation. The framework helps companies reorganize around their existing structures and yet, have a unified approach to digital transformation.”

As per the Deep Digitisation framework - digital transformation is the outcome of an ecosystem of platform play that sets the stage for consistent innovation.

Applied to organisations, the approach is semi-structured and leads to a customised solution in each instance. As Ganguly puts it, “What we’ve seen with most use-cases so far, it’s about two-thirds constant where the modules are plug-and-play, and one-third bespoke. The customization varies depending on the scale, complexity and ambition of the company.”

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/14/jermy.jpg?itok=ENOtkFo0
McCann terminates global CCO Jeremy Perrot

Based on employee complaints for violating the company’s code of conduct, McCann Health’s global chief creative officer Jeremy Perrott has been terminated.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/14/bbigb.jpg?itok=6TdDsrPh
Syska Group appoints Amitabh Bachchan as brand ambassador

Syska Group, a home grown brand, which has entered the wires and cables segment in India, has recently taken Amitabh Bachchan as the brand ambassador with campaigns to kick start on television screens very soon.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/14/abhishek.jpg?itok=x7WiM3MP
McCann Worldgroup hires Abhishek Chaswal as executive creative director

McCann Delhi hires Abhishek Chaswal as executive creative director. He has got 16 years of experience and has worked in the advertising field with agencies like Result McCann, Percept, Euro RSCG, Leo Burnett, Cheil & Contract. His last tenure was with Enormous.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/14/rohit.jpg?itok=9G4Snjsr
Zomato announces Rohithari Rajan as new global head Ad Sales Business

In a recent development, Zomato has appointed Rohithari Rajan as business head, global ad sales.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/14/deepak.jpg?itok=IWgDUqLQ
Multiplex association says no order from govt about allowing outside food in theatre

A relief has been granted to cine-goers when a Maharashtra minister stated in the state assembly on Friday that there is no ban on people carrying outside food into cinema theatres.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/13/kohler.jpg?itok=P3hs3AZh
Kohler partners Manchester United for shirt branding

Kohler, a lifestyle brand based in Wisconsin USA, has recently agreed to a global partnership with Manchester United. The brand logo will feature on the sleeve of the most iconic and best-selling club shirt, for both the men’s and women’s teams.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/13/publicis.jpg?itok=rE2zXaab
Publicis Beehive bags creative duties of Club Factory

Publicis Beehive, the full ad service from Publicis Worldwide, has bagged the creative mandate of Club Factory.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/13/PrettySecrets.jpg?itok=GT2l0ZQr
PrettySecrets accelerates growth with Myntra

Apparel brand PrettySecrets will now be available across Myntra, Filpkart and Jabong. The brand has recently tied up with Myntra to be a part of Myntra’s Brands Accelerator Program.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/07/12/alia.jpg?itok=DIZLORbc
Alia Bhatt to endorse Sunfeast Dark Fantasy

Sunfeast Dark Fantasy aspires to take its business to new heights on the back of its association with Alia Bhatt.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories