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Lintas IMAG effects restructuring in Aaren Initiative to reinforce growth

23-March-2006
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Lintas IMAG effects restructuring in Aaren Initiative to reinforce growth

Aaren Initiative, the OOH company of Lintas IMAG, posted an impressive growth last year. To reinforce its growth strategy, the company has made significant changes to cope with this spurt in growth. The changes will come into effect from April 1.

An executive council called AiCT (Aaren Initiative Core Team) has been given charge of running the operations and has been strengthened. Vivek Lakhwara who was Business Head, has been promoted as President, Aaren Initiative.

Arun Goswami, formerly Associate Business Director, has been promoted as Business Director, and Haresh Nayak is now Associate Business Director. Nayak was previously the Business Manager.

Said Ashish Bhasin, Managing Director, Aaren Initiative, and Director-IMAG, “It was necessary to strengthen AiCT to enable us to manage the huge growth that Aaren Initiative has been witnessing. As the thought leaders in the outdoor industry, we are happy that clients have recognized the benefits of a professional player like us. AiPT, our unique planning tool, has added to our strength. I have no doubt that Vivek Lakhwara and his team will make Aaren Initiative the largest professional out-of-home agency in India. They are the best, so being the largest is the next logical step.”

Among other changes, Aaren Initiative Planning Tool (AiPT) has been upgraded to include details, data and photographs of over 10,000 sites in nine cities in India, covering about 80 per cent of the sites by value. With immediate effect, AiPT has been web-enabled, with password protection, and Aaren Initiative clients are being given an access password.

In order to provide better services, Aaren Initiative, which handles assignments in over 180 cities, has expanded its presence to 17 cities in India, besides the metros.

LG electronics, JM Financial, Tata Teleservices, Pantaloon, Big Bazaar, UTI, Dena Bank, UB Group, Idea Cellular are some of the clients of the agency.

Aaren Initiative is a member of Lintas India’s Integrated Marketing Action Group, which also has Linterland (Rural), dCell (Strategic Design), Lin Opinion (PR), Advent (Events), Lintas Personal (CRM & Direct Marketing), Lintertainment (Entertainment Marketing), and Lintas Healthcare as its members.

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