MUMBAI: After partnering with IPG’s full-service digital agency Interactive Avenues last year, Lowe Lintas & Partners is taking the association to the next level and re-launching its digital division, ‘LinTeractive’.
While ‘LinTeractive’ will offer services and solutions to clients across digital platforms, what will set it apart will be its focus on brand strategy and creative throughput that will form the core of its digital strategy. The end offerings will be delivered seamlessly across multiple platforms by teams of domain specialists comprising strategists, technologists and creators.
The full-service digital entity will be helmed by Lowe Lintas & Partners CMO Vikas Mehta, who has been entrusted with an additional responsibility of heading ‘LinTeractive’.
Announcing the launch and sharing his vision for ‘LinTeractive’, Lowe Lintas & Partners CEO Joseph George said: “The relaunch marks Lowe Lintas & Partners’ broader vision of strengthening its group offerings and our proven ability to deliver in-market success for our clients. ‘LinTeractive’ will work closely with brand teams and Interactive Avenues in conceiving and executing ideas that consumers want to belong to and get involved with.”
‘LinTeractive’ will be managed as a part of the group Lowe Lintas & Partners India, working closely with their advertising counterparts at Lowe Lintas. According to the agency, there is a clear attempt to mainline the digital offering and approach it as an integrated offering.
Outlining the agenda for ‘LinTeractive’ in India, Mehta said: “With ‘LinTeractive’, we are making a decisive move towards mainlining digital and embedding it into the core of all our offerings including advertising, PR, activation, brand consulting and so on. We believe that digital disciplines have become too crucial to brand success to be treated like a specialist-only function.”
‘LinTeractive’ will add a layer of brand and consumer engagement expertise on top of the usual capabilities offered by most digital agencies including search, social, web|mobile, technical development, analytics, campaign activation and digital media.
The new division will work with existing clients of Lowe Lintas & Partners on digital integration as well as with independent clients as a full-service digital agency. Interactive Avenues would continue to partner ‘LinTeractive’ for execution in areas like SEO, SEM, technical development, and online media planning and buying.
‘LinTeractive’ would function with offices in Mumbai and Delhi with plans to open the Bangalore arm soon.