Lowe India has revamped its strategic planning services with the launch of its Strategy Division. The Strategy Division will be manned by eight brand strategists, most of whom have over ten years experience in advertising, marketing research and marketing. The brand strategists will be assisted by a team of twenty other strategy planners across the agency.
"Our Strategists will complete at least five more knowledge projects like FACES during the current year and share the knowledge with our clients," said Pranesh Misra, President and Chief Operating Officer at Lowe. "We have always believed in an outstanding creative product and will continue to do so. The strategy division will add another significant dimension to our service offering and hopefully build another point of differential for the agency."
There has been a role redefinition of the Brand Strategists. A strategist at Lowe will go beyond formulation of brand communication strategies. He will also be impacting and adding value to brand marketing strategy as well as Channel Strategy. Therefore, the clients would get a more comprehensive strategic input on their brands.
Mishra added, "The objective of the new structure it to ensure that there is rigor in understanding the business issues and hurdles to growth, before coming up with the advertising strategy and creative output. Also, planners would guide the teams into producing through the line executions, where needed, rather than just mass media campaigns."
The Strategic Division will embark upon a number of knowledge projects on an ongoing basis. These projects would focus on observing changing consumer and market trends in the overall area of marketing and communication. For example, Lowe has just released the results of Lowe Faces of Asia. This is a part of an Asia Pacific Regional study covering countries like China, Thailand, Vietnam, Hong Kong, Malaysia and Philippines in addition to India. The Indian Face focuses on Mrs. Urban India, i.e. housewives in urban areas and builds a comprehensive picture of their values, lifestyles, media habits and product consumption behaviour.