Lintas merged with Lowe in October 1999 and in 2002, it was decided to call the creative agency Lowe.
Six years later, the creative agency will now return to its original name, Lowe Lintas.
R Balakrishnan (Balki), national creative director, Lowe (now Lowe Lintas), played down the change, saying, “It has always been Lowe Lintas as Lowe is a registered company under Lintas.” The new name, Lowe Lintas, will now feature in the agency’s logo.
Lowe is also looking at the digital field very closely. “We are in talks with some companies internationally and internally, too, we are focusing on digital,” says Balki.
Balki also anticipates that, “The way we treat the rural markets will also change”. The brand team will be heavily involved in the completion of the communication for these markets, rather than separating it as a different vertical. Lowe already has an arm, called Linterland, which deals with rural marketing. This will soon be re-branded along with the other verticals within Lowe Lintas.
Balki summarises, “In a way, this is a re-integration of the agency. We had gone into a division mode, which is good as it brings in expertise, but with more flow among the divisions – it makes things easier,”
Other solutions and tools which will help the communications process are also being focused on, “Channel planning is a tool with which we aim to create a better communications plan,” says Balki. Channel planning analyses a consumer’s path to purchase and learns which media actually affect the consumer’s life. The strategy which should be used to reach that consumer can then be decided.
Raj Gupta, executive vice-president and head, Insight Media, is leading the channel planning initiative. The tool is operational in Mumbai on certain Unilever brands and will soon be used for all of Lowe’s clients.