Lowe Lintas
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Transcript of Lowe Lintas
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LOWE LINTASGroup Members
Athif AzeezAbhinesh waranAbu Saleh Arman Ahammed
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THE BEGINNING Lintas stands for Lever International Advertising Services
One of the largest advertising agencies in the world
Operates in 50 countries
More than 160 offices globally
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WHO WE ARE ?Founded in 1939 as a part of Hindustan Unilever, Lowe Lintas is one of India's largest and most storied communication groups. Headed by Chairman and Chief Creative Officer R. Balakrishnan (Balki) and CEO Joseph George, Lowe Lintas employs over 650 people across eight divisions and nine cities all over India. Today, Lowe Lintas India is a wholly owned subsidiary of the Interpublic Group, and one of the star offices in the Lowe Worldwide network.
Headquartered out of London, Lowe Worldwide has over 80 offices in 73 countries and a client roster that includes Unilever, Johnson & Johnson, Nestle, Ericsson, Sharp, Saab and many more. Lowe Lintas India leads global and regional communication for several Unilever and Johnson's Baby brands. We are a guiding light for Lowe offices in South Asia.
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Lowe Lintas India is known as the communications group that has turned many small brands into market leaders. Our strength lies in our ability to develop what we call the high-value idea an idea that transforms a marketing proposition into an enduring brand asset.
In our early days, the high-value idea was epitomised by iconic characters such as Lalitaji, the Liril Girl, the MRF Man and Cherry Charlie; today, it is seen in high-voltage campaigns like Tata Teas Jaago Re, Lifebuoys Koi Darr Nahin, Idea Cellulars What An Idea, Bajajs Hamaara Bajaj, Surf Excels Daag Acchhe Hain and many more.
Most recently, we augmented our Strategic Planning division with the discipline of Channel Planning. Channel Planning allows for the strategic and efficient selection of the relevant media channels for any given task within the context of the brand idea. This helps us deliver the high-value idea seamlessly across all relevant touch-points within the Lintas group in a cost-efficient manner.
WHAT WE DO..!!
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PHILOSOPHY Unique global agency that believes in rendering service through the power of a high value idea
Maintain an environment of openness, supportiveness and humility with regard to the client
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BUSINESS MODEL
Who do we Serve?What do we Provide?How do we provide it?How do we make money?How do we differentiate and sustain an advantage?Customers : UnileverGeneral MotorsElectroluxNestleMicrosoftChina Mobile Lowe and Partners is a network with over 101 Global offices in 82 markets around the world.
CreativeDigitalGlobal Interactive Market ResearchMarket PlanningResearch Specialized-CommunicationsStrategic- CommunicationsTrend spottingDesign CampaignsBrand advertising strategiesFacilitating media trackingsInvent Copy and LayoutsDevelop Account PlanningMedia-neutral marketing ideasRevenues from services provided such as brandingCreate recall valueSale of servicesCreative and CopywritingCreating great ideas The ideas buy more of people's timeTotal CommunicationPlanning Process: Business AnalysisBrand Positioning DevelopmentIntegrated Communication Planning
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GROUPSLOWE LINTASLINTERACTIVEDCELLLINOPINIONLINHEALTHLINTERLANDLINTAS PRODUCTIONSLINPERSONAL
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ORGANIZATIONAL STRUCTUREChairmanCEO and Executive DirectorsNational Creative DirectorGroup Creative DirectorsRegional Creative directorsMarketing team - Unit HeadsTeam of vice presidentsAssistant Vice PresidentsSenior brand servicing directorsSenior brand servicing managers
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BRANDING STRATEGIES Believes in giving clients fresh perspective regarding the brand
Approaches the brand with an out-of-the-box strategy
Catches consumers off guard and draws their attention to the brand
Improves brand recall value and recognition
Revamps a tired brand image
Boosts dipping sales and infuses life in long forgotten brands
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LINTAS AND ITS CLIENTS
Agencys approach to clients problem similar to that of a doctor diagnosing a patients illness
Agency also suggests budget to the client
Suggests the appropriate media and expenses involved for each medium
Such discussions take place during the pitch
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WINNING A PITCH
In case of a big player or huge brand different agencies compete to acquire the brand as a client
Competitive presentations take place
Each agency pitches its ideas and strategies
Agency that finally gets the account in the end, is said to have won the pitch in advertising jargone.g. Tata Tea- Jaago Re and Ginger Hotels
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STORY BEHIND IDEA CELLULARIdea Cellular was given a socially aware image
Idea wanted to grow as a brand especially among the masses
Lintas came up with the following ideas:
The What an Idea sirji taglineThe walk when you talk campaignTalk for India hourThe save paper save trees campaign
Extensively used the television medium as well as print
They also made a foray to the internet media
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STORY BEHIND ICICI PRUDENTIAL Lintas gave ICICI Prudential a fresh strategy
Instead of focusing on the death aspect like most life insurance ads, Lintas gave the ads a positive spin with the Jeetey Raho tagline
Targeted customers could easily relate to and identify with the ads
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AWARDS WON Cannes 2009 4 Gold, 3 Silver, 4 Bronze Lions
Mirchi KAAN Awards 2 Golds
Global award for Sab TV at the World Bank Congress
IPA Advertising Effectiveness Grand Prix for Tesco
Award at the Dainik Bhaskar Dry Ideas Initiative
11 awards across 8 categories including Ad Agency of the year at the 2006 EFFIE Awards
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CRITICAL SUCCESS FACTORS FOR INDUSTRY + FIRM (BUSINESS)
Tata Tea - Jaago ReIdea - What an Idea!Bajaj Auto - Hamaara BajajSurf Excel - Daag Achhe HainICICI Prudential - Jeetey RahoLifebuoy - Koi Darr Nahin
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CRITICAL SUCCESS FACTORS FOR INDUSTRY + FIRM (BUSINESS) CONTD
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THANK YOU