In a step toward the reintegration of media into the full-service agency setup, MullenLowe Lintas Group has announced the merger of omnichannel agency PointNine Lintas into its flagship creative agency, Lowe Lintas.
The merger is intended to create one of the largest "hyperbundled" (full-service) agencies in India, filling a need gap in the industry.
Set up in 2017, PointNine Lintas was to create a new model that bundled a wide array of marketing disciplines under a unified omnichannel agency offering.
Virat Tandon, group CEO of MullenLowe Lintas Group said, “With PointNine Lintas, we’ve grown a new, future-facing strain and now it’s time to graft it into Lowe Lintas. Having seen the PointNine offering and skills develop very closely, and being familiar with the position that Lowe already commands, I am super excited about this move and am confident that this is a big leap forward for us. Our promise for clients with this merger is that in the increasingly fragmented and fast-evolving
communications landscape, we will now be able to seamlessly extract more power from our big
ideas. The new hyper-bundled offering means that our clients no longer have to settle
for the fractured solutions of the past.”
The services that Lowe Lintas will now offer includes digital marketing and transformation, public
relations, reputation management, activation, experiential and shopper marketing, media planning and buying. The PR, Media and Experiential divisions of the group, GolinOpinion, Lintas Mediahub and LinEngage respectively, would continue to offer their services to their clients, while collaborating with Lowe Lintas.
Amer Jaleel, Group CCO and Chairman, MullenLowe Lintas Group said, “We are looking at a future where a lot of very carefully designed and yet differing messages will aggregate to form a stereographic brand picture in the head. We see this emerging need as very challenging and exciting. Our omni-channel incubation PointNine Lintas is now fully ready and positioned to understand these complex brand needs and it’s time to unleash it across the breadth of our vast brand portfolio”.
The merger is effective immediately and the leadership teams of both agencies are working on
operationalising the merged structure.
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