Kartikeya Kompella is the new president of Lintas Personal

Lintas Personal, the relationship and direct marketing arm of Lintas India, has a new president, Kartikeya Kompella.

Kompella was earlier the associate vice-president and branch head of the Bengaluru branch of Lintas Personal.

Kompella tells afaqs! about his new mandate: "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.

Responding to 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."

Kompella has been with Lintas Personal for almost four years. He has been part of the industry for about 18 years, during which time he worked at companies such as MAA Bozell, Thomson Connect (now RMG Connect), Equitor, Times and UCP.

He has authored two books, Applying The Branding Iron and Building Brands, Building Meaning. Kompella also contributes to industry websites, www.brandchannel.com and www.allaboutbranding.com, and the UK magazine, Brand Strategist.