Lintas Media Group will focus on digital and branded content: Raghav Subramanian

Subramanian, who is all set to join Lintas Media Group (LMG) as COO, will work to develop a strong and robust agency with focus on people, process, clientele, product, and business.

Raghav Subramanian, has been appointed the COO of Lintas Media Group. He will report to Sudha Natrajan, deputy CEO, Lintas Media Group.

Subramanian, who believes that he will be able to create a strong and robust media agency, tells afaqs!, "The idea is to focus on all areas such as people, process, clientele, product, and business in a rapidly growing Indian market. While every business is driven by return-on-investment (RoI), there has to be a balance between the product and the business."

Citing the example of the US market, which is also the largest advertising market, Subramanian stated that it is about time that the Indian market moved beyond the transactional relationship that an advertiser and a media agency has, and work towards developing strategies based on consumer behaviourial insights.

Going forward for LMG, Subramanian is of the opinion that digital and branded content will drive the game. He remarks, "Digital will be one of the key drivers and looking at the roster of clients LMG has, it gives a clear indication that the agency has worked towards supporting its clients in this space."

According to him, branded content will be another important arena of focus. In 1995, it was Proctor & Gamble that took the first small step by launching India's first daily soap titled Shanti. "While there have been various small formats of branded content, the idea has still not picked up completely, but gradually, this will be a great medium for advertisers," adds Subramanian.

He feels that in the coming years, a lot will change, especially in the business of media. According to him, media will transform from being just a delivery arm to an important partner, and it will require more than just an ad, to make things work.