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The Silicon Review Asia

The MullenLowe Lintas Group to come up with new full-service agency, PointNine Lintas

The MullenLowe Lintas Group to come up with new full-service agency, PointNine Lintas

The MullenLowe Lintas Group recently proclaimed the launch of its new independent full-service agency in India, PointNine Lintas. The proposed agency would proffer omni-channel marketing abilities counting original (on and offline), PR, activation, experiential, social, media and digital transformation, all under one roof. 

The existing marketing services of the Group will be combined beneath this new agency and it will then function as its divisions. These include GolinOpinion – PR, reputation management; LinTeractive – digital marketing and transformation and LinEngage – activation, experiential and shopper. All these divisions will draw closer jointly to tender full-service horizontal offerings to clients of PointNine Lintas, while ongoing to keep their vertical offerings for the accessible clients. Additionally, the all new agency has a roadmap to additional enlarge its capabilities by adding up new offerings to its service stack, including creative, media, technology and platforms.

Announcing the new agency, Joseph George (Joe), Group Chairman and CEO, MullenLowe Lintas Group said, “We made our intentions to go full-service clear four years ago. While the list of companies and industries pursuing full-service (under different labels) has grown tremendously in this time, the approach to it remains more or less the same. PointNine Lintas is a fresh take at an agency model that’s multi-faceted at its core. So far, only holding companies have seen some success with this approach, but it’s restricted to a handful of very large global clients. An agency network doing this would be a first, and we believe it could broaden the base of clients who can tap into it.”

All along with Lowe Lintas and Mullen Lintas, PointNine Lintas would be the third sovereign agency of the MullenLowe Lintas Group in India. Vikas Mehta, currently Group CMO and President, Marketing Services for MullenLowe Lintas Group, has been named CEO of PointNine Lintas. 

It’s been almost a decade since Mehta has been with the MullenLowe Group diverse local and regional roles in the APAC region including Managing Director – Lowe Viet Nam and Regional Growth Officer – Lowe Asia-Pacific.

Talking about the appointment, Joseph George said, “I have worked closely with Vikas the past four years and I am absolutely certain that he is most qualified to deliver on this ambition. Not just because of his subject matter competencies required for a multi-service agency, but also for his passionate, stubborn and informed belief in ‘full service’ being the only way to go!”

Mehta said, “We have gone from the age of communication to the age of experiences. While the market has evolved at a furious pace, the agency models haven’t. The opportunity to take the Lintas pedigree and build an agency for the experiential economy is an inspiring one. Hyper-bundling is our biggest priority as a network and I’m grateful for the challenge to build a new agency that’s hyper-bundled from day zero.”

How it works- PointNine Lintas will work on an operating model that is been designed to develop, much like the OS of your favored device, to imitate the speed up speed at which the marketing landscape is shifting. In fact, the name PointNine imitates accurately that; a philosophy of ‘forever beta’, by choice.

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