LinTeractive, the digital agency of MullenLowe Lintas Group, on Monday announced the appointment of Deepak Agarwal as Executive Creative Director. Based in Mumbai, Agarwal will take charge of the creative function at the agency. Structured to deliver digital transformation to its clients, creative teams at LinTeractive include content specialists, UX experts, creative directors, creative technologists, copywriters, designers and art directors.
An ideas’ person, Agarwal brings with him two decades of experience across PR, Advertising, Direct Marketing and Digital. Prior to joining LinTeractive, he worked for the digital team at Edelman where he was responsible for creative output across the agency’s accounts in Mumbai, Delhi and Bangalore. Some of the notable brands in his portfolio include Jaguar, Land Rover, HP, GE, AMD, PayPal, Ministry of Power, Microsoft, Future Group, Aditya Birla, Castrol, Turner etc. Deepak has also worked at M&C SAATCHI’s direct marketing & digital division, RMG Connect, DDB Mudra and Euro RSCG.
Commenting on Agarwal’s appointment, Vikas Mehta, Group CMO & President – Marketing Services, MullenLowe Lintas Group said, “We’re seeing a convergence of industries when it comes to the business of a digital agency. As the focus shifts from digital communication to digital transformation, the required mix of creative skills has evolved drastically. Deepak’s diverse experience, his passion for ideas and love for technology makes him a hard combination to ignore. I’m delighted to welcome him to the growing LinTeractive family.”
Commenting on the appointment, Agarwal said, “In the communications domain, platformic ideas led by new-age media will truly help to drive business effectiveness for brands in the future. The challenge, thus, to bring about a digital transformation for traditional brands with a focus on content and consumer engagement, was one of the major factors in me joining LinTeractive.”
Sumanta Ganguly, Executive VP, LinTeractive adds, “Deepak brings a dimension of interaction and engagement-focused creative capability. This transcends disciplines and enables brands to disrupt existing user journeys. At LinTeractive, we obsess over crafting user journey interventions and Deepak’s proven track record of crafting multiplatform experiences enables us to offer the entire stack of CX services.”
Through his career, Agarwal has won numerous local and global awards across categories. At Edelman Digital, his most recognized work was the ‘ILedTheWay’ campaign for the Ministry of Power, Government of India – a digital initiative which won a Gold at the Sabre South Asia Awards and a Silver at the PR Week Asia Awards. He was instrumental in launching castrolcricket.com, a digital foray for Castrol to connect with the youth of India via a new metric to measure performance in 20/20 cricket; futurebazaar.com, a digital foray for the Future Group to drive sales of electronics via time-limited special online offers; and smartersavings.com, a digital foray for Birla Sun Life Mutual Fund to educate potential investors about the long-term advantages of investing in mutual funds.