Initiative Media (IM), the media wing of Lowe Lintas & Partners, plans to launch its Internet division. The new division will offer media expertise in the Internet domain and will offer online advertising solutions to its clients. Ms Sudha Natarajan from IM Bangalore will head the new division.
In an effort to provide effective media strategy, IM has recently introduced a process called ‘IMteractive Steps’ that provides complete media solutions to its media clients.
IMteractive Steps includes complex modelling of brands and their categories with respect to their media weights and market shares or sales. With the current economic slowdown most clients are cutting down their media and advertising budgets.
At present, IM’s key clients include ITC, Maruti, Sony TV (Outdoor), Siemens, Worldspace, Reynold’s, ICICI Prudential, Aptech, LG, Britannia, Sharekhan, Bajaj Auto, Bajaj Electricals, among others.
Our typical marketing budget is usually 10 per cent of the topline spend