Lowe Lintas augments second agency

To beef up Pickle Lintas, Lowe Lintas has roped in Abhik Santara from Rediffusion Y&R to lead the agency’s operations in Delhi

e4m by Deepika Bhardwaj
Published: May 10, 2012 11:07 PM  | 2 min read
Lowe Lintas augments second agency

Lowe Lintas has set its eyes on reviving its second agency, Pickle Lintas. As a first move in that direction, Abhik Santara, Vice President, Rediffusion Y & R has been roped in by the agency to lead the operations in Delhi. He will be joining Pickle Lintas as Executive Vice President from June 2012. The exact joining date is not confirmed yet. He will be reporting directly to Fali Vakeel, COO & Vice-Chairman, Lowe Lintas and Partners and Joseph George, CEO, Lowe Lintas and Partners.

Confidential sources have confirmed the news to exchange4media on conditions of anonymity. Lintas officials could not be reached at the time of filing this report. However, sources claim that the search for an agency head for Pickle had been going on for quite some time.

It may be recalled that the agency went through a major restructuring in late 2010 when its Bangalore and Mumbai offices were absorbed by Lowe along with employees and businesses. The agency continued its operations in Delhi. Shortly after the restructuring, Rahul Jauhari, the agency’s National Creative Director resigned from the organisation and his place was not filled after that. Sources inform that the hunt for National Creative Director of the agency is also on and an announcement may follow soon after Santara’s appointment. A major revamp and re-christening of Pickle Lintas can be expected in the coming days.

In his career spanning 15 years, Santara has worked with agencies such as Percept, TBWA, Bates, JWT and Rediffusion Y&R. He joined Rediffusion Delhi in October 2008 as Business Head and had been elevated to the positions of National Business Head and then Vice President looking after the entire Delhi branch.

He has worked on brands across categories including FMCG, Telecom, Automobile, Consumer Durables, Lifestyle, etc. During his stint at Rediffusion, Satara lead accounts such as MTS, Airtel, LG, Tata Water, Danone, to name a few. Some of other brands that he has handled in his career include Nokia, Hero Honda, Adidas, Absolut and Pepsi’s brands such as Mountain Dew, Mirinda, 7 UP and Tropicana.

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