Consolidating its focus on strategic thinking, Lintas Media Group (LMG) has unveiled ‘The Collaborative’. This is LMG’s central team that focuses on development and application of knowledge and systems for next generation media planning. This arm will be headed by Premjeet Sodhi, President, and shall continue to drive competitive advantage by application of media sciences in all aspects of the business.
Commenting on the launch, Lynn de Souza, Chairman & CEO, Lintas Media Group, said, “Today, each of the teams has developed an enviable body of knowledge in their respective areas. The formation of a common team under the banner of ‘The Collaborative’ will build synergies in their growth and enable efficient harvesting of the knowledge for application to the whole business.”
Sodhi explained, “The media agencies are undergoing a re-engineering as the media consumer evolves due to fragmentation of current media in content and form and emergence of new media. The media practices can no longer be skewed towards traditional forms of communication, and we are defining newer ways of approaching the subject of communication design.”
The Collaborative shall bring together the domains of planning sciences, buying analytics, consumer and category landscape, which were earlier operating as independent teams. The team has a mix of expertise from various faculties and a lot of experience under its belt. Going forward, world-class technology solutions will be formulated in these domains to create efficiency and value for the media planning and buying teams.
The primary pillars on which the success of The Collaborative rests include: driving ‘collaboration’ across teams and offices; ensuring efficiency of media planning/ buying processes through process re-design and application of technology; and bringing the perspective of the evolving media landscape into communication design. Lintas Media Group, Karishma Initiative and Aaren Initiative are the business units that The Collaborative caters to.