Kartikeya Kompella has been appointed the new president of Lintas Personal, the relationship and direct marketing arm of Lintas India.
Kompella was earlier the associate vice-president and branch head of the Bengaluru branch of Lintas Personal.
Kompella commented on his new role, “As an agency, Lintas is going through an integration of communication divisions. We will have channel planners who will direct communication through the right channels. In other words, we will understand the client’s problem and identify the right channel to solve that problem.”
Kompella adds that Lintas Personal will also focus on analytics, which will help in understanding and predicting consumer behaviour.
On what attracted him to direct marketing, Kompella answers, “It’s the opportunity to do new-age DM, which has always been touted to become the next big thing, but never really did. I think the time has finally come for direct marketing.”
He will continue to be based in Bengaluru because the agency believes that “skills should not be geography centric”. However, the scope of the Bengaluru operations will be expanded.
Kompella has been with Lintas Personal for almost four years and has been part of the industry for about eighteen years. He has worked at companies such as MAA Bozell, Thomson Connect (now RMG Connect), Equitor, Times and UCP and has also authored two books: Applying The Branding Iron and Building Brands, Building Meaning.