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Lowe’s Lighthouse in action: Lintas Media India plays key role in Lowe LDB Media winning John Keells, Sri Lanka

05-December-2005
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Lowe’s Lighthouse in action: Lintas Media India plays key role in Lowe LDB Media winning John Keells, Sri Lanka

Yet another example of the benefits of the Lighthouse model for Lowe has come forth. John Keells Holdings Ltd, a large Sri Lanka corporate house, has mandated Lowe LDB Media as AoR for its entire business. The win comes in the wake of a multi-agency pitch and the Lowe team included Sudha Natarajan, EVP, Interactions. The account is pegged at Rs 20 crore.

The other agencies in the fray were Starcom and Mediacom, who also comprised Indian delegates. Natarajan was a part of the pitching team, in line with the Lighthouse model and the experience that ITC Ltd business in India, which is handled by Interactions, played its role in clinching the win for Lowe LDB.

Even as no direct action will be seen immediately in India in terms of revenues for Lintas with this win, for Lintas Media India this is something to smile about.

For Lynn de Souza, Director, Lintas Media Group, India, this is one of the first steps for larger cross market relations. She expressed, “Our learnings through the brands who have trusted us is showing fruit even internationally. I am happy to see that the India team headed by Sudha Natarajan was able to use their knowledge to expand the scope of business across our shore. It is indeed a great beginning for the Sri Lanka office.”

However, more importantly, it is what comes back to the India office as well that matters. “It is necessarily the exchange of expertise. We have various clients such as Siemens, who have expressed interest in the Sri Lankan market. The Lighthouse gives us a chance to share experiences across the market. The Sri Lankan market itself is fairly immature and holds too many opportunities. We can, in effect, do more for our clients with such relations.”

Informed Keith Martenstyn, Managing Director, Lowe LDB, “This is indeed a classic example of how the Lighthouse Cluster has worked together to win an important piece of business. I am taking this opportunity to express our thanks for the key contribution made by Lintas Media towards winning this pitch.”

Interactions is part of the Lintas Media Group that drives the ITC Ltd businesses and the Group’s southern practice. Lintas Media Group clients include ITC Ltd, Maruti Udyog Ltd, Bharat Petroleum, Bajaj Auto, UTI, Tata Mutual Fund and Idea Cellular amongst others.

John Keells Holdings are the biggest listed conglomerate in Sri Lanka. JKH have business interests in financial services, banks, insurance, hotels (40 per cent of Sri Lanka’s rooms), soft drinks, ice creams, super markets, processed food, and plantations. They also own the franchise for international brands like Pizza Hut, Jet Airways, and DHL couriers among others.

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