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The Economic Times moves to Lowe Lintas

By Biprorshee Das and Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | December 29, 2011
Bennett, Coleman, and Co Ltd (BBCL), as part of its realignment process, is shifting the creative duties of its business paper The Economic Times, to Lowe Lintas.

In a latest development, Bennett, Coleman, and Co. Ltd (BBCL), as part of its realignment process, will shift the creative duties of its business paper The Economic Times to Lowe Lintas. Mudra is the incumbent on the business.

Senior sources in the company confirmed the development to afaqs!. "As Lowe Lintas already handles the duties of one of our television channels, we decided to realign the Economic Times newspaper brand with the agency," a source says.

Lowe Lintas currently handles the creative of Times Television Network's business channel ET Now. The agency has recently created a brand campaign for the channel based on the mantra, 'The Always Thinking Markets'. Madison handles the media planning and buying for the business channel.

In 2005, The Times of India Group appointed Tribal DDB India, Mudra's specialist interactive division, as its digital agency on record (AoR) to handle the media planning, buying and creative duties in the internet space for brands such as Timesjobs.com and Timesmatri.com.

As per grapevine, the reason for shifting the account is Bobby Pawar's (chief creative officer) exit from the agency.

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