LinEngage, the experiential marketing arm of Mullen Lowe Lintas Group has appointed Raman R S Minhas, as Group creative director. Minhas comes on board with a mandate to add new dimensions to the way consumer engagement is defined and delivered for brands. He will report to Sriharsh Grandhe, executive vice-president, LinEngage.
The move to LinEngage marks Minhas' return to India after stints in Southeast Asia and West Asia. His last assignment was with the DM Pratama Group, an advertising and media group in Indonesia, where he led the creative function. Prior to his role in Indonesia, Minhas was in Dubai leading brand ideation and consumer experiences across EEMEA region for BAT (British American Tobacco) across 22 countries. He was also handling Nissan for the West Asia.
Vikas Mehta, Group CMO, president, Group marketing services, LinEngage, says, "LinEngage is at a pivotal point in its evolution as we strive to set new benchmarks in the practices of experiential marketing and activation. In Minhas, we've found a world class creative to lead this pursuit, partnering Sriharsh. A strong consumer engagement practice furthers our efforts towards making Mullen Lowe Lintas Group into a true omni-channel partner for its clients through a hyper-bundled offering."
Commenting on his appointment, Minhas says, "To drive the creative mandate for one of the promising divisions of Mullen Lowe Lintas India is a challenge I am willing to take on with passion. With the legacy of Lowe Lintas and a team that rivals the best in the business, there is only one direction that we can move from here - upward."
Minhas has managed brands across markets including Wings Group (Indonesia), British American Tobacco - Kent Brand (EEMEA), Nissan - West Asia, Shoppers Stop, DHL, Franklin Templeton, ICICI Bank and others.
LinEngage is a part of Mullen Lowe Lintas Group, India; one of the country operations of the Mullen Lowe Group (part of the Interpublic Group of Companies (NYSE: IPG). The Group has operating divisions in advertising (Lowe Lintas, Mullen Lintas), activation (LinEngage), design (dCell), digital (LinTeractive), brand consulting (LinConsult), motion picture (LinProductions), healthcare marketing (LinHealth) and PR (GolinOpinion) that manage more than 300 clients.