NEW DELHI: Initiative Media (IM), the media arm of Lowe Lintas &
Partners, has rolled out an internet division which will form the major
part of a drive to upgrade its overall capabilities.
The division will assist clients in building brands on the web, as well
as offer online advertising solutions.
However, it is the processes that have been built around it which makes
the cyber unit unique, claimed Ashish Bhasin, IM managing director. One
such process is IMteractive Steps which offers clients a channel
planning capability to maximise return on investment.
Other in-house tools include IMradar, which measures how people receive
ad messages, and IMchooser, which aims to formulate the best mix of
channels to be used before creatives start to work on the brief. IM's
other proprietary tools include IMphase and IMprove, which are
customised to retrieve data from research agencies.
Lowe Lintas already has a customer relationship management unit, Lowe
Personal, and the agency claimed that the new capabilities would enhance
the agency's overall CRM offering. The agency also recently launched a
strategic design consultancy, Design Cell, specialising in packaging,
structural design, and corporate identities.
