Vikas Mehta has been appointed to the newly-created role of Chief Marketing Officer. Mehta joined the agency in May 2013 and is reporting to Joseph George, CEO, Lowe Lintas and Partners.
In this key leadership role, Mehta will play a pivotal role in driving group strategy for organic and inorganic growth, strengthening Lowe’s brand equity in the market place among marketers and practitioners and building the company’s innovation funnel of new offerings. In the days ahead, Mehta will interact closely with select clients across geographies and disciplines. Additionally, the role includes working with prospective clients by aggregating group offerings.
Commenting on Mehta’s appointment, Joseph George said, “Our growth ambition needs to be pursued in conjunction with further enhancing the thought leadership and agency reputation in the market. It is towards delivering on this objective that Vikas joins us.”
Mehta was earlier with Lowe Asia Pacific as Regional Growth Officer, where he helped take Lowe among the top 10 agency networks in Asia.
On his new role, Mehta said, “The business of advertising agencies is going through a transformation and we believe it will be a significantly different ball game soon. The mandate is to help our business capitalise on these changes. The purpose behind creating the marketing function at Lowe is to drive our corporate strategy at a group level.”
Speaking further on the challenges that come with the CMO’s role, Mehta believed, “The hardest bit is to try and explain what a CMO is doing in an ad agency, it’s a phenomenon I call ‘too many services and too few solutions’. Every discipline in the marketing spectrum today is being sold as a specialist vertical. As a result, a typical client has a specialist partner each for advertising, digital, search, social, CRM, PR, activation and so on. The biggest challenge is to create a solution that drives medium-agnostic brand strategy, and goes on to build a brand-narrative that straddles all areas of consumer engagement.”
Prior to his stint in Singapore, Mehta was Managing Director of Lowe Vietnam, heading the agency’s country operations. Before joining the Lowe network in 2006, he worked with advertising agencies such as Publicis and Leo Burnett. Over the years, he has handled brand portfolios for companies such as Unilever, Nestle, Johnson & Johnson, Vinamilk, Total Lubricants, Pernod Ricard, Vietnamobile, Intel, Cathay-Pacific, P&G, Beiersdorf, Raymond, Coca-Cola, Heinz, Diageo, and IndianOil.