LOWE LINTAS

Group Members

1. Athif Azeez
2. Abhinesh waran
3. Abu Saleh
4. Arman Ahammed
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

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.


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..!!
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


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 :
Unilever
General Motors
Electrolux
Nestle
Microsoft
China Mobile

Lowe and
Partners is a
network with over
101 Global offices
in 82 markets
around the world.













Creative
Digital
Global
Interactive
Market Research
Market Planning
Research
Specialized-
Communications
Strategic-
Communications
Trend spotting

Design
Campaigns
Brand advertising
strategies
Facilitating media
trackings
Invent Copy and
Layouts
Develop Account
Planning
Media-neutral
marketing ideas

Revenues from
services provided
such as branding
Create recall
value
Sale of services
Creative and
Copywriting

Creating great ideas
The ideas buy more
of people's time
Total Communication
Planning Process:
1) Business Analysis
2) Brand Positioning
Development
3) Integrated
Communication
Planning

GROUPS
LOWE LINTAS
LINTERACTIVE
DCELL
LINOPINION
LINHEALTH
LINTERLAND
LINTAS PRODUCTIONS
LINPERSONAL
ORGANIZATIONAL STRUCTURE
Chairman
CEO and Executive Directors
National Creative Director
Group Creative Directors
Regional Creative directors
Marketing team - Unit Heads
Team of vice presidents
Assistant Vice Presidents
Senior brand servicing directors
Senior brand servicing managers
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
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
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 jargon
e.g. Tata Tea- Jaago Re and Ginger Hotels

STORY BEHIND IDEA CELLULAR
Idea 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:

1. The What an Idea sirji tagline
2. The walk when you talk campaign
3. Talk for India hour
4. The save paper save trees campaign


Extensively used the television medium as well as print


They also made a foray to the internet media
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


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
CRITICAL SUCCESS FACTORS FOR
INDUSTRY + FIRM (BUSINESS)


Tata Tea - Jaago Re
Idea - What an Idea!
Bajaj Auto - Hamaara Bajaj
Surf Excel - Daag Achhe Hain
ICICI Prudential - Jeetey Raho
Lifebuoy - Koi Darr Nahin
CRITICAL SUCCESS FACTORS FOR INDUSTRY
+ FIRM (BUSINESS) CONTD



THANK YOU