New Delhi: The Indian operations of advertising agency Lowe Lintas + Partners, part of the Interpublic group, has been rebranded Mullen Lowe Lintas Group, the company said in a statement on Monday. In May 2015, the Interpublic group had merged two of its agency brands, Lowe & Partners and Mullen Advertising into the Mullen Lowe Group.
R. Balakrishnan, chief creative officer of Lowe Lintas + Partners, will lead the new entity as its group chairman. Popularly known as Balki, he has directed Hindi feature films such as Cheeni Kum, Paa and Shamitabh. Joseph George, chief executive officer of Lowe Lintas will be the CEO of the merged company.
The restructuring exercise will also lead to the birth of a new, independent creative agency, Mullen Lintas, to be led by Amer Jaleel who will be its chief creative officer. The agency will begin operations on 1 August 2015. Lowe Lintas will continue to exist with Arun Iyer as its chief creative officer. Currently, Jaleel and Iyer serve as joint national creative directors at Lowe Lintas.
Speaking of his new role at Mullen Lintas, Jaleel said: “To be entrusted with building a new agency from scratch is both humbling and exciting at the same time. I am looking forward to the journey of growing and nurturing Mullen Lintas to fulfil the group’s ‘large agency’ ambition for this independent venture.” At Lintas, he has managed brands such as Lifebuoy, Micromax, Havells, Tata Tea, Google, OLX and Maruti Suzuki, among others.
Arun Iyer, meanwhile, has been behind some successful campaigns for brands including Tanishq, Fastrack, Idea Cellular, Surf Excel, Kissan, Flipkart, Britannia, Axis Bank and Freecharge, among others.
Mullen Lowe Lintas Group has divisions operating in advertising, digital, activation, brand consulting, design, films and public relations.