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Lintas Media Group unveils 'The Collaborative'

By afaqs! news bureau , afaqs!, Mumbai | In Media Planning & Buying | March 25, 2010
Lintas Media Group has launched 'The Collaborative' - a team that will focus on the development and application of knowledge and systems for next generation media planning

To consolidate its focus on strategic thinking, the Lintas Media Group has launched 'The Collaborative', a central team that will focus on the development and application of knowledge and systems for next generation media planning. The initiative shall be headed by Premjeet Sodhi, president and chief planning officer, Lintas Media Group and shall continue to drive competitive advantage by application of media sciences in all aspects of the business.

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"Media agencies are undergoing a re-engineering as the consumer evolves due to fragmentation of current media in content and form and the emergence of new media," says Sodhi in a press statement. "The media practices can no longer be skewed towards traditional forms of communication and we are defining newer ways of approaching the subject of communication design."

The Collaborative shall bring together the domains of planning sciences, buying analytics and consumer and category landscape, which were earlier operating as independent teams within the LMG structure. The team shall comprise a mix of experts from various faculties with strong experiences in their various fields. Furthermore, technology solutions will be formulated in these domains to create efficiency and value for the media planning and buying teams.

Commenting on the launch, Lynn de Souza, chairperson and chief executive officer, Lintas Media Group, says, "Today, each of the teams has developed an enviable body of knowledge in their respective areas. The formation of a common team under the banner of The Collaborative will build synergies in their growth and enable efficient harvesting of the knowledge for application to the whole business."

The primary pillars on which The Collaborative rests are driving 'collaboration' across teams and offices; ensuring efficiency of media planning/buying processes through process re-design and application of technology; and bringing the perspective of the evolving media landscape into communication design. The Collaborative will cater to the business units such as Lintas Media, Karishma Initiative and Aaren Initiative.