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‘Focused’ efforts of Lowe Lintas to hit a century

‘Focused’ efforts of Lowe Lintas to hit a century

Author | Deepika Bhardwaj | Wednesday, Oct 12,2011 8:25 AM

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‘Focused’ efforts of Lowe Lintas to hit a century

Lowe Lintas, the communications group under the Interpublic group, present across nine cities in India, claims to have won a staggering number of new accounts across the country this year. The agency has signed 80 new clients in the last 3 quarters and with just 3 months left for the year to end, is hoping to cross the 100 mark. “We have won businesses weekly, fortnightly, monthly, quarterly and the spree is on. This is a rounded off number, the actual wins have been more,” said an ebullient Joseph George, CEO, Lowe Lintas.

Sharing the reason behind this growth, George said, “Its clichéd, but still, I would call our Focus as the reason behind this success. It’s our focus that has converted into results. In the beginning of this year, we created a system asking people from every discipline to look out for new business opportunities. We hardwired new businesses into people’s KRA’s. It was not left only on the business development guys and everyone had to contribute. As a result, the entire set of machinery has churned out great results. It’s a collective effort and everyone has to pitch in to succeed. I personally believe that the tremendous equity that Lowe Lintas enjoys was under leveraged. Which is why, we set ourselves an aggressive growth target for 2011 and simultaneously went about putting in place an enabling eco system.”

Lowe Lintas has won these businesses across the country in advertising and in its specialist communication fields like PR, Healthcare, Rural and Design. Some of the major wins this year for the advertising division includes Suzlon, 3M, Tata Interactive, Birla Ultratech, Videocon D2H, GE Healthcare, UIDAI, Muthoot Pappachan Group, Force Motors, Expedia, Mahuaa Media and iProf. Its specialist PR division, LinOpinion’s wins include businesses like Tourism Victoria, Starwood Hotels & Resorts, Samsonite and Times Now. LinHealth, the group’s specialist Healthcare division won business like Cadila Pharmaceuticals, Bayer Pharmaceuticals and Sun Pharma while its specialist Rural Communications division, LinTerland has been signed on by Johnson & Johnson and Nokia.

Speaking about the creative contributions, Arun Iyer, National Creative Director, Lowe Lintas said, “We were much focused this year on the new businesses. Winning a new pitch is always a solid boost to the creative department, it does get a little hectic, but it’s rewarding. What has changed is that now we have dedicated teams looking after these opportunities keenly and doing more homework on the client before every pitch. When everyone is working in tandem, it becomes easier and doesn’t look like an effort. ”

Joseph adds on the things that are indispensable for any agency in order to sustain growth “If you do great work on your current client and brands, it will always help you gain new businesses. Clients are always keen to know what you have already done for your existing brands. Whenever we pitch, we think about the solutions we would have presented to the client, in case we already had the business with us.”

For the record, Lowe Lintas made quite a few senior appointments this year including that of Sabyasachi Mishra as Chief Growth Officer and S Subramanyeswar, better known as Subbu as National Planning Director.

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