India’s MullenLowe Lintas Group has shaken up the senior leadership at creative agency Lowe Lintas in a bid to implement the global network’s ‘hyper-bundled’ – or multi-agency – strategy.
Arun Iyer has been appointed agency chairman, a role he will perform alongside his current position as chief creative officer. Meanwhile, president and Mumbai office head Raj Gupta has been named chief executive officer. Both appointments will be effective from April 1.
Iyer joined Lowe Lintas 15 years ago and became the youngest creative director in the agency’s history – at the age of 31 – back in 2010. He was promoted to chief creative officer last year.
He said: “Nothing gives us more joy than our brands succeeding in the market. It is with this intent that we are getting ready for the future and the plan is to ensure we have the most contemporary hyper-bundled offering in the industry.”
Gupta has been with the group for 25 years and has held a number of leadership positions in the company across media, digital and planning, among others.
The reshuffle comes nearly a year after the global merger of Lowe and Partners and Mullen – which created a 6,400-strong employee global group. Following the merger, the group began implementing Mullen’s ‘rebundling’ strategy – later repackaged as ‘hyper-bundling – in which people from different agencies within the group are asked to work on a brief.
Speaking to Mumbrella Asia following the merger last year, MullenLowe global CEO Alex Leikikh said: “We are looking at a theme here ahead of us which is the great rebundling. I think over time this notion of a social agency or a digital agency goes away. I think clients are looking for differentiation that’s driven by creativity and our view is, you get the best creative output by this smashing together of media and creative and you get the best media ideas by smashing together creative and media.”
In India, MullenLowe has eight agencies. These include two creative agencies – Lowe Lintas and Mullen Lintas. MullenLowe Lintas Group CEO Joseph George said the reshuffle reflected the agency’s need for a “dedicated and fully empowered leadership”.