Lowe Lintas & Partners restructures LinTeractive

Following its partnership with Interactive Avenues last year, the agency has restructured its digital arm LinTeractive, which will now be led by Vikas Mehta, chief marketing officer, Lowe Lintas & Partners.

After partnering with IPG's full-service digital agency Interactive Avenues last year, Lowe Lintas & Partners plans to take the association to the next level and relaunch its digital division, LinTeractive. LinTeractive will be managed as a part of the group Lowe Lintas & Partners India, working closely with its advertising counterparts at Lowe Lintas.

According to the agency, this is an attempt to mainline the digital offering and approach it as an integrated offering.

The full-service digital entity will be led by Vikas Mehta, chief marketing officer, Lowe Lintas & Partners. LinTeractive will function with offices in Mumbai and Delhi, with plans to open the Bengaluru arm soon.

In March 2013, Lowe Lintas & Partners and Interactive Avenues struck an exclusive partnership intended to expand and strengthen Lowe's digital offerings. Interactive Avenues, with offices in Mumbai, Delhi and Bengaluru, was earlier acquired by IPG Mediabrands, the media holding company of Interpublic Group, the holding company of Lowe Lintas & Partners.

The new division will work with existing clients of Lowe Lintas & Partners on digital integration as well as with independent clients as a full-service digital agency. Interactive Avenues will continue to partner LinTeractive for execution in areas like SEO, SEM, technical development, and online media planning and buying.

While LinTeractive will offer services and solutions to clients across digital platforms, it will add a layer of brand and consumer engagement expertise on top of the usual capabilities offered by most digital agencies including search, social, web/mobile, technical development, analytics, campaign activation and digital media.

Announcing the launch and sharing his vision for LinTeractive, Joseph George, CEO, Lowe Lintas & Partners, says, "The relaunch marks Lowe Lintas & Partners' broader vision of strengthening its group offerings and our proven ability to deliver in-market success for our clients. 'LinTeractive' will work closely with brand teams and Interactive Avenues in conceiving and executing ideas that consumers want to belong to and get involved with."

Outlining the agenda for LinTeractive in India, Mehta says, "With LinTeractive, we are making a decisive move towards mainlining digital and embedding it into the core of all our offerings including advertising, PR, activation, brand consulting and so on. We believe that digital disciplines have become too crucial to brand success to be treated like a specialist-only function."