Mullen Lowe Lintas Group is one of India's largest advertising agencies, operating since 1939. It has over 850 employees across seven divisions handling over 300 clients. The agency is known for managing five of India's top 10 most trusted brands and leading global campaigns for Unilever and Johnson & Johnson. It focuses on strategic planning, creativity, public relations, rural marketing, and digital services. The agency prides itself on its culture of creativity, talent development, and effective campaigns that have helped many brands achieve market leadership. Recent achievements include being ranked the #1 creative agency in the world for effectiveness in 2015.

1. Submitted By:
Priyadarshani Jain
Company Analysis – Lowe Lintas

2. CONTENT
 About Mullen Lowe Lintas Group
 Who They Are – Unity in Diversity
 Vision and Mission
 Mantra
 Business Model
 People Excellence
 HR Practices
 Organizational Culture
 Pitfalls
 Leadership Practices
 Market Stability
 Best Practices
 Public Relation Strategies
 Achievements

3. About Mullen Lowe Lintas Group
 Mullen Lowe Lintas Group is one of India’s largest and most storied communication groups. Having
started operations in India way back in 1939, Mullen Lowe Lintas Group is today, a star office of the
Mullen Lowe Group, part of the Interpublic Group of Companies (NYSE: IPG).
 Lowe Lintas is the advertising division of Mullen Lowe Lintas Group. Lowe Lintas India is a wholly
owned subsidiary of the Interpublic Group, and one of the star offices in the Lowe World wide
network. It is credited as being the agency that gave India its first television commercial. They
manages 5 out of India’s Top 10 “Most Trusted brands of India”.
 The agency has a brilliant talent pool of over 850+ people across seven divisions and eight cities all
over India to manage its 300+ clients. Lowe Lintas employs over 650 people across 7 cities in India.
 Lowe Lintas India leads global and regional communication for several Unilever and Johnson's
Baby brands.
Key People – R. Balakrishnan, Chairman & Chief Creative Officer & Joseph George - Chief Creative
Officer
Specialties - Strategic Planning, Channel Planning, Advertising, Creativity, Public Relations, Rural
Communication, Healthcare, Design, Film Production, Digital Strategy, Film Production and
Communications

4. WHO THEY ARE
THE AGENCY BEHIND INDIA’S MOST TRUSTED BRANDS
It has operating divisions in -
 Lowe Lintas, Mullen Lintas - advertising,
 dCell – strategic design consulting i.e. branding of company,
 LinConsult - brand consulting i.e. better understanding of the effect that this phenomenon has on brands
and on the brand’s relationship with the consumer.,
 LinEngage – activation i.e. brand promotion, rural market focus.
 LinHealth - healthcare marketing i.e. New product launches, Refreshing existing brands etc.
 GolinOpinion – Public Relation i.e. Media messaging, Media relation
 LinProductions - motion picture i.e. Movie and Tv Production, Celebrity endorsement
 LinTeractive – digital i.e. SEO and digital media planning and buying
With marketing effectiveness at the core of its offering, the group has received numerous accolades across a host of
Effectiveness Awards globally.

5. Vision & Mission
 The vision is to carve a place among the top brands and
strengthen the core essence of the group. “A lot of brands in
India are maturing and over the last 20 years, there has been a
lot of growth being witnessed in the Indian market. With
technological advent, there has been a lot of new ways of
working that have come up. However, though the brands have
matured, the agencies haven’t, hence there have been
challenges. For the last six to seven months, technology has
changed the mindset and technology can grow to a certain pace.
This has given rise to tech-parody, hence there is a big need for
an agency to create something innovative and differentiation
based on consumer needs,” he added.
 The mission of Mullen Lintas will be to cater to the growing
needs and demands of the consumers and keep up with the pace
of the growing shifts in the industry.

6. Mantra
 Role :
To ensure that more people spend more time with our clients' brands.
 Purpose :
To create ideas that people want to spend some more time with. They work to deliver Populist
Creativity through the laser like analysis of the core problem and brilliant insight into contemporary
culture. Our work changes behaviour online and offline, inspiring people to act.
 Belief :
High Value Ideas : Lowe believes that the greatest service is the provision of a High Value Idea. It’s both
glue and context – amplifying and making sense of the messages to people. High Value Ideas are
enduring, persuasive, creatively fertile - and are profound enough to work across all media channels
and around the world
Idea Communities Lowe thinks that in the world of modern communications it’s important to draw
upon a wide range of talent, but it’s cumbersome, expensive and undesirable to duplicate and support
hundreds of offices. Idea Communities is the process by which talent from all marketing disciplines,
and across all major markets can be brought together easily and freely to produce cross channel work
that can span the world.

7. Business Model
Who do Lowe
Serve?
What do they Provide? How do they provide it? How do Lowe
make money?
How do Lowe Lintas
differentiate and
an advantage?
Customers :
Unilever
General Motors
Electrolux
Nestle
Microsoft
China Mobile
• 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

8. People Excellences
STAKEHOLDERS REQUIREMENTS
Clients/ Customers Promotion & Sale of Product Offered by Lowe and Lintas.
Providing timely services; Lowe believes in customer is king.
Employees Rebellious attitude at work with belief
Believe in what they do, Creativity at its best.
Public Research on demand of their product through various set of people and to
provide view point that is not against general public welfare.
Government Following regulatory and governmental framework.

9. HR Practices
 Upto 2012
• Recruitment & Selection -
• Identifying open positions
• Creating Job Descriptions
• Sourcing candidates
• Screening and Shortlisting CVs
• Conducting Interviews (All Levels)
• Conducting all on boarding
formalities
• Inducting new employees
• Designing and Conducting Campus
Recruitment Programs
 2012 ONWARDS
• The Lowe Lintas Apprenticeship
Program
• Recruitment
• Training
• Counselling
• Compensation + Benefits
• Personnel
• Employee Engagement

10. Organizational Culture
 Employee friendly working environment.
 People and Process driven organization.
 Timely payment of monthly salary.
 Employee enjoy various perks e.g. holidays in various countries
 Opportunity to express your creativity
 You get to work on the best brands in India with the best resources in the industry.
 Flexible enough as long as you do your work, no one's really bothered about what else you
do

11. Pitfalls
 An award is meaningless if it doesn't judge work for what it is worth: Joseph George – There were three broad things we
did in 2014: We re-focused our creative product to make it the centre of everything we do. Second, we got a lot more
aggressive in our new business pursuit and we have managed to retain our talent. I think these three were key to our 2014
journey. We have also been told we are the only Indian agency to figure in this list. It does make us feel happy that an
international body has recognised work coming out of India.
 Burger King account loss hits Lowe Lintas at a tough time
 Loss shutters Lowe Lintas office - Lowe Lintas & Partners Worldwide, which has lost its $85 million Ameritech business
due to its parent SBC Communications' continuing account consolidation, will close its Chicago service office May 31.
Internal Shortcomings:
• Management has the habit of not communicating relevant information to staff members.
• Lengthy time-consuming employment process.
• Sometime too many processes affect the productivity.
• The lack of hierarchy is sometimes a hindrance.
• Not paying end of year bonus F.Y. 2014-15 without explanation caused deep disappointment and dissatisfaction among
staff members. Alot of people resigned.
• Career growth depends from team to team. Sometimes it can just be restricted! Real late nights need to be put in
sometimes. Too much work pressure.

12. Leadership Practices
 Mullen Lowe Group has remarkably formed group of companies.
• Every group company has its identical advant-edge.
• Recruitment of skilled manpower.
Various Successful Ad Campaign for Market leaders:
• Mullen Lintas unveils new campaign for TATA Tea Gold Mixture in Maharashtra
• ICICI Life Insurance- "Par bande ache hai"
• Tata Tea - Jaago Re
• Idea - "You're my Pumpkin Pumpkin, Honey Bunny!"; What an Idea!
• Bajaj Auto - Hamaara Bajaj
• Surf Excel - Daag Achhe Hain
• ICICI Prudential - Jeetey Raho
• Lifebuoy - Koi Darr Nahin
• Axis Bank - Badhti ka naam zindagi

13. Market Stability
 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.
 The high-value idea evolves from our unique ‘problem-biased thinking’ approach. Here, they burrow deep
into the client’s marketing challenge, immerse ourselves in it, understand it inside-out…and then develop
communication solutions for it.
 Hi-end Customer: 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 Tea’s ‘Jaago
Re’, Lifebuoy’s ‘Koi Darr Nahin’, Idea Cellular’s ‘What An Idea’, Bajaj’s ‘Hamaara Bajaj’, Surf Excel’s ‘Daag
Acchhe Hain’ and many more.
 Long Standing: Throughout the history Lowe Lintas, have been a company of firsts, leading many
developments within the advertising industry.
 Customer Satisfaction: “We are here to Provide Services which Focus on Customer Centricity Rather Than
Profit Making Motive in Such Competitive Market We Are Working In Mumbai City We are Dealing in . If You
Will Join us Then You Will Get Transparency Customer Satisfaction with Right Guidance of Our Services Along
with the Trust Seal of Lowe Lintas India” – Commitment by Lowe Lintas

14. Best Practices
 Tandon (core team) commented, “Mullen Lintas is born to stand ahead of the curve. Big agencies today are dealing
with the new marketing landscape and adapting their offerings to it, hence the advantage is that Mullen Lintas has no
such baggage and that allows us to leap-frog this need to change and adapt. We understand that a great brand
needs a great narrative that flows seamlessly through screens, experiences, shopping environments
and conversations. We will equip ourselves to play a pivotal role for our brands.”
 Iyer (core team) remarked, “The agency is started with a great ambition and the bonus is the wonderful team that I
am getting to work with. This excites me and at the same time the approach would be to enrich our capabilities with
what we call, ‘core plus one’. While we continue to practice our core skill sets, we will commit ourselves to
adding people who bring with them a ‘+1’ skill or area of expertise. We believe this is critical and
makes us ‘present ready’.”

15. Public Relation Strategies
LinOpinion is the Public Relations division of Lowe Lintas India.
 Lowe Lintas follow several means to maintain public relation, wherein some are as follows:
• Re-branding
• Writing Press Releases
• Press coverage
• Media Alert
• Various Social Media Tool
Interns of Lowe Lintas get to work on specific clients, where they have to be in touch with
journalist for event coverage, follow press release, do market research and come up with
innovative ideas etc.

16. Achievements
Mullen Lowe Lintas Group’s continued great run on value and
effectiveness. In the last few months, the agency has achieved
various recognition:
 The more recent ones include Asia-Pacific Effectiveness
Agency of the Year at AMES and U&AP Tambuli Awards.
 In February 2015, Mullen Lowe Lintas Group was ranked the
No. 1 creative agency in the world in effectiveness by the World
Advertising and Research Council’s report, WARC 100.
 India Wins 2 Medals At 2015 Jay Chiat; Both By Mullen Lowe
Lintas Group For Havells And Idea Cellular.
 India wins 2 medals at 2015 Jay Chiat; Ranked #1 agency in the
world by WARC 100
 APAC Agency of the year at AMEs and Tambuli
 Named most effective agency in India by the global Effie Index
 Won India’s only Grand Prix in ‘creative effectiveness’ at
Spikes Asia