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Tag: Joseph George

  • Vector Brand Solutions announces its operating leadership team

    Vector Brand Solutions announces its operating leadership team

    MUMBAI : Vector Brand Solutions on Tuesday announced its operating leadership and appointed Tushar Bhatia, Ripanka Kalita and Mandar Gore to lead business, creative and strategy respectively.

    Earlier in November, Tilt Brand Solutions founder, chairman and MD Joseph (Joe) George had announced the launch of Vector – the group’s next brand & communications enterprise. “With the operating leadership of Vector now in place, I am certain that the vision and ambition for Vector, will be brought to fruition very soon,” stated George while speaking on Vector’s operating leadership team announcement. “With their pedigreed experience in delivering through- the-funnel results for clients, Vector will hopefully soon be the answer for all digital-first marketers. I am absolutely confident that the three of them will live and breathe every day, Vector’s operating philosophy of ‘Pace. Preference. Purpose. Performance.’”

    Tushar Bhatia has joined Vector as a senior director – business, after his stint at Maple where he was the chief marketing officer leading the function. He has over 19 years of experience across advertising and marketing stints, across continents too. His prior experience includes leadership positions at Ogilvy Africa where he was the SPOC for Airtel Africa (19 countries), Barclays Bank, Coca Cola, Nestle, Barclays Bank and many more in Sub Saharan Africa. At Y&R Menacom, he was the lead for Nawras Telecommunications (QTEL) Bank Muscat and Khimji Lifestyle in Muscat Oman.

    Over the years, Bhatia has also worked at Lowe Lintas and FCB Ulka where he partnered his clients on work for brands like Axis Bank, Canara Robeco MF, Indian Oil Corporation, Reliance Retail, ICICI Bank, Bisleri, Kansai Nerolac Paints, Ultratech Cements, and many more.

    Ripanka Kalita has joined Vector director – creative. With over 17 years of experience across Mullen Lintas, Leo Burnett, McCann Erickson, Grey Worldwide and Infectious, Kalita has crafted distinct brand stories across categories and brands. Some of his stellar pieces of work have been seen on campaigns for brands like Pharmeasy, Motilal Oswal, Tata Cliq, Voot, Too Yumm!, Bajaj Avenger, Marico, Reliance Life Insurance, MTV Beats and many more. He has also picked up a number of metals during his career across Cannes, Kyoorius, and the Effies.

    Mandar Gore has moved within the group as senior director – strategy. At Tilt Brand Solutions, he was leading strategy on brands like Licious, Livspace, 24 Mantra, The Pink Foundry, Groww, Swiggy to name a few. Gore had joined Tilt after over 16 years across advertising and brand consulting. In his earlier stints at FCB, Ogilvy and Sideways Consulting, he worked on brands like Bournvita, Kamasutra, Fosters, Amaron, Castrol, Mahindra & Mahindra and Pidilite, amongst others. His work on them has won him Indian as well as international effectiveness laurels at Effies India/APAC and AME.

  • Joseph George set to launch Vector Brand Solutions

    Joseph George set to launch Vector Brand Solutions

    Mumbai: Forty months after founding and launching Tilt Brand Solutions, MullenLowe Lintas Group’s former group chairman and CEO Joseph George has announced the group’s launch of its next brand & communications enterprise – Vector Brand Solutions. Like Tilt, Vector too will be Mumbai based.

    Tilt Brand Solutions has worked with over 35 blue chip and start up brands putting out some notable work on Dream 11, Livspace, Licious, Swiggy, JD Mart, Groww, Go Daddy, TVS and The Pink Foundry among others.

    Speaking on the launch of Vector, Joseph George said, “Thus far, we seem to have got quite a few things right at Tilt; in terms of how we work, how we engage and what we put out. While there is ofcourse a lot for us to get better at, what has worked most for us and our clients is a structure that allows our senior folks to give disproportionate attention to brands, clients and their business. So, the question I asked myself was how do we navigate and manage growth while not diluting, diminishing and diffusing our people’s involvement with their brands and clients. The answer – Vector Brand Solutions.”

    On the name, he added, “Vector in Physics is a quantity or phenomenon that has both magnitude and direction. And that’s what we want to ensure in everything we do – agility and pace but with purpose and direction.”

    On what Vector would specifically focus on developing along the way, George said, “Vector is a post pandemic launch; and the rampant digital embrace seen in the past 20 months have resulted in Digital First brands getting launched every day. For them to survive and thrive, they will need high quality top, middle and bottom of the funnel interventions; and so, will need help with smart data insighting, innovative demand generation as well as top draw skills in building brand love, preference and distinctiveness. Vector will strive to be acknowledged as best in class partners for these marketers.”

    Vector is in the midst of putting in place its operating leadership. An announcement on this is expected to be made in the next few weeks.

  • Social Beat’s Avinash Shenoy joins Tilt Brand Solutions

    Social Beat’s Avinash Shenoy joins Tilt Brand Solutions

    NEW DELHI: Avinash Shenoy has joined Tilt Brand Solutions as senior business director. He makes the move from Social Beat, where he was last serving as lead – business development and growth.

    At Social Beat, Shenoy was leading growth, focusing on brand strategy for business building communication, digital marketing, creative strategy, content marketing, and process control.

    Shenoy has over two decades of experience in advertising, brand management and marketing communications. In the past, he has worked with Pepsico and Reliance Capital and worked on execution of strategies for various marquee brands. On the agency side, he has managed key personal care brands for Unilever ads at Lowe and was part of a popular online jewellery brand where he worked towards delivering their growth hacking and digital marketing initiatives. Shenoy has also been associated with Famous Innovations, Publicis Groupe and Grey Worldwide.

    Tilt Brand Solutions was launched by former MullenLowe Lintas group CEO Joseph George in 2018. 

     

  • Kedar Teny joins Tilt Brand Solutions as Chief Strategy Officer

    Kedar Teny joins Tilt Brand Solutions as Chief Strategy Officer

    MUMBAI: The sharp & agile Marketing Consultancy, Brand Communication, Content & Production services company: Tilt Brand Solutions, has appointed Kedar Teny as Chief Strategy Officer.

    As a part of his role, Kedar Teny will be responsible for shaping the ‘Full Brained Thinking’ consulting practice, a first of its kind strategic planning approach in India. He will be leading a team of handpicked diverse practitioners of big data, digital media planning and behavioural science to combine and harness the power of left brain and right brain to provide holistic solutions to marketing problems.    

    Says Joseph George, Founder & MD, Tilt Brand Solutions “At Tilt he will be a part of the leadership team and will lead the Strategy function. In-line with hand-picking our talent at Tilt, Kedar embodies the Full-Brained Thinking approach through his vast prior experience and tenacity to deliver both, on business objectives as well as creative excellence”.

  • Ex MullenLowe Lintas’ Joseph George ‘Tilt-ing’ the creative agency model

    Ex MullenLowe Lintas’ Joseph George ‘Tilt-ing’ the creative agency model

    MUMBAI: A 150-year experienced team from across advertising, marketing, content, consumer advocacy, data analytics, storytelling, studio production, digital, media, qualitative research, behavioural science and video analytics have come together to offer consulting, communication, content and video production services for brands and businesses under the name Tilt Brand Solutions.

    Tilt Brand Solutions chairman and MD Joseph George says, “The context in which brands operate is everything. When that changes, everything about the brand outreach needs to change. What, where and how consumers buy, and what, where and how they consume content, have all changed. These changes cannot be responded to, by shoe-horning existing models into new structures. They need to be addressed by structuring a new; not re-structuring an old. Ergo Tilt.” 

    Tilt believes that brand and communication planning today is mostly “right brained”, predicated primarily on culture, attitudes and beliefs. And while these will continue to remain critical, the plethora of actual behavioural and consumption data available today cannot be ignored.

    Joseph opines, “Data analytics today sits only in digital, media or analytics agencies. At Tilt though, composite teams of left and right-brained strategists evaluate brand and behavioural data in human and cultural contexts and vice versa. Specialists in brand management, consumer behaviour, digital and media, data analytics, video analytics and communication planning work together to provide what we at Tilt call, full brained thinking.”

    Democratisation of data and proliferation of screens of all sizes, have resulted in Indians consuming more videos than ever before; contributing 50 to 70 per cent of all IP traffic and 75 per cent of advertising spends. Tilt believes thus, that getting right the conceptualisation and production of advertising and content in the video format, has become critical.

    Explains Joe, “Tilt’s creative philosophy of One Brand, Many Stories is built on the belief, that brands have, and need to tell many stories. More the stories, the more the brand begins to breathe and belong in people’s consciousness. The assumption that one video asset will work across audiences, objectives and platforms is flawed. Content creation and production needs to be tailored to each platform and experience across all forms of video-based advertising and content – from commercials to long, short and very short format video content.”

    The leadership team, Shriram Iyer chief creative and content officer, Srikanth Sarathy chief operating officer, Rajiv Chatterjee chief business officer and soon to join Kedar Teny as chief strategy officer is confident that Tilt’s strategy-story-studio offering, driven by its twin philosophies of full-brained thinking and one brand, many stories could well serve as proof of concept for brand owners and creative enterprises who are seeking to influence, engage and entertain consumers of today.

    The agency wants to sit in the union set of consulting, communication, content and video production; drawing inputs however, from the intersection set of brand building, communication planning, storytelling, analytics, media & digital strategy, behavioral science and production management.

    Joseph further adds, “We had to look at talent with specific experience and skills; and so, our starting team couldn’t be more diverse from each other, and different from norm in terms of careers and academics – Airtel, Culture Machine, Disney, Franklin Templeton, Hindustan Unilever Ltd, IIT, Infosys, ISRO, Leo Burnett, Lintas, London School of Economics, McDonald’s, Mediacom, NID, Omnicom Media, PWC, Sony Sports, Star TV and The Viral Fever.”

  • MullenLowe Lintas India CEO Joe to move on in Sept-end

    MUMBAI: MullenLowe Lintas Group India group chairman and CEO, and south & southeast Asia regional president Joseph George (Joe) has decided to move on from the agency network at the end of September 2017. After an uninterrupted stint of over 26 years with the company, where he played numerous Growth, Brand management, Client management and Leadership roles locally, regionally and globally, he now plans to pursue what he calls “his big dream”.

    Alex Leikikh, Global CEO, MullenLowe Group, said, “Joe has made such a huge contribution to the MullenLowe Group network during his 26 years within the organisation that it really is with a heavy heart that we say goodbye to him. During his recent tenure, Joe has led MullenLowe Lintas Group to huge success within India, across the APAC region and on a global stage. The agency has been credited with many firsts for India including, the best new business performer for 4 years in a row, the number one Creative Agency in the World by WARC 100 (twice), consecutive double-wins at 4A’s Jay Chiat Awards and runner up for AdAge International Agency of the Year 2015. On behalf of the entire MullenLowe Group network I would like to take this opportunity to sincerely thank Joe who has built and led our business in India and South and Southeast Asia so successfully. He leaves behind a great team, legacy and business poised for even greater future growth.”

    Joseph George joined Lintas India in 1991, and has been with the company throughout its journey of evolution; from Lintas India to MullenLowe Lintas Group today. Joe was appointed India CEO in 2011; and while continuing to be based in Mumbai, took on the additional responsibility of running the South Asia & Southeast Asia region for MullenLowe Group in 2016. He also serves on the Global Executive Committee of the MullenLowe Group network.

    During his 6-year leadership, MullenLowe Lintas Group grew into one of the most powerful agency groups in India. Outperforming the industry right through this period, on business growth, organizational reputation as well as on creative output. It was also during this period that MullenLowe Lintas Group emerged as the most consistently dominant performer in Market Effectiveness across the world. He was also the chief architect of the launch of the 2 new Indian agencies from the MullenLowe Lintas Group – Mullen Lintas in August 2015 and the recently launched PointNine Lintas.

    Joe said, “MullenLowe Lintas Group in India today is in the best shape it’s been in for a very long time. I couldn’t be moving on at a better time, and any happier or prouder with what the 1000 of us have managed to achieve these past years. Alex and I have worked closely over the past 8 months on the transition plan; and with the road map and the leadership in place for all three agencies of MullenLowe Lintas Group, I am confident that our agency network in India is ready to author its next chapter of success.”

    On the India transition planning, Alex added, “One of Joe’s greatest strengths has been his ability to develop world class business and creative leaders. Those people will now step up to continue our progress and evolution in one of the world’s most dynamic and important markets.”

    In his 18-month leadership of the South Asia & Southeast Asia markets, Joe focused on creating stronger and tighter management structures across the offices. He led IPG’s agency-acquisition in Sri Lanka and subsequently its overall transformation; the re-structuring of the MullenLowe Thailand and Vietnam operations, as well as putting in place the leadership and brand and business strategy for the MullenLowe Singapore office. Succession plans for Joe’s Southeast Asia responsibilities are in advanced stages of finalization, and will be announced by global CEO Alex Leikikh in the coming weeks.

  • PointNine Lintas launched, Vikas Mehta named CEO

    MUMBAI: MullenLowe Lintas Group has announced the launch of its new independent full-service agency in India, PointNine Lintas. It would offer omni-channel marketing capabilities including creative (on and offline), PR, activation, experiential, social, media and digital transformation; all under one roof.

    PointNine Lintas will commence operations on 1 August, 2017.

    The existing marketing services of the Group will be aggregated under this new agency and will operate as its divisions. These include GolinOpinion – PR, reputation management; LinTeractive – digital marketing & transformation and LinEngage – activation, experiential & shopper. These divisions will come together to offer full-service horizontal offerings to clients of PointNine Lintas, while continuing to retain their vertical offerings for existing clients. The new agency has a roadmap to further expand its capabilities by adding new offerings to its service stack, including creative, media, technology and platforms.

    Announcing the new agency, Joseph George (Joe), Group Chairman and CEO, MullenLowe Lintas Group said, “We made our intentions to go full-service clear four years ago. While the list of companies and industries pursuing full-service (under different labels) has grown tremendously in this time, the approach to it remains more or less the same. PointNine Lintas is a fresh take at an agency model that’s multi-faceted at its core. So far, only holding companies have seen some success with this approach, but it’s restricted to a handful of very large global clients. An agency network doing this would be a first, and we believe it could broaden the base of clients who can tap into it.”

    Along with Lowe Lintas and Mullen Lintas, PointNine Lintas would be the third independent agency of the MullenLowe Lintas Group in India. Vikas Mehta, currently Group CMO and President, Marketing Services for MullenLowe Lintas Group, has been named CEO of PointNine Lintas.

    Vikas has been with the MullenLowe Group for over a decade in various local and regional roles in the APAC region including Managing Director – Lowe Viet Nam and Regional Growth Officer – Lowe Asia-Pacific. He moved to MullenLowe Lintas Group India in 2013 as the country’s first agency-CMO. In 2014, he took an additional mandate to rebuild the group’s digital business by relaunching LinTeractive. Since 2015, he’s also been President of the Group’s Marketing Services divisions. Prior to his management stints, Vikas was a planner and he authored strategies, papers and case-studies that have won over 50 international awards for marketing effectiveness. Major ones include Effie (India, Singapore and APAC), Asian Marketing Effectiveness Awards, APAC Tambuli Awards, WARC Asia Prize for Strategy, 4A’s Jay Chiat Awards, among others.

    Speaking of the appointment, Joes said, “I have worked closely with Vikas the past four years and I am absolutely certain that he is most qualified to deliver on this ambition. Not just because of his subject matter competencies required for a multi-service agency, but also for his passionate, stubborn and informed belief in ‘full service’ being the only way to go!”

    Vikas said, “We have gone from the age of communication to the age of experiences. While the market has evolved at a furious pace, the agency models haven’t. The opportunity to take the Lintas pedigree and build an agency for the experiential economy is an inspiring one. Hyper-bundling is our biggest priority as a network and I’m grateful for the challenge to build a new agency that’s hyper-bundled from day zero”.

    PointNine Lintas will work on an operating model that’s designed to evolve, much like the OS of your preferred device, to reflect the accelerated pace at which the marketing landscape is shifting. In fact, the name PointNine reflects exactly that; a philosophy of ‘forever beta’, by choice.

  • Lowe Lintas: Iyer takes over as chairman, Gupta as CEO

    MUMBAI: MullenLowe Lintas Group today, through an internal communique sent out by Joseph George (Joe), Group Chairman & CEO, MullenLowe Lintas Group announced the leadership for its flagship agency – Lowe Lintas.

    Lowe Lintas chief creative officer Arun Iyer will operate as the chairman & chief creative officer of the agency. Partnering him will be Lintas’ veteran Raj Gupta, currently the president and Mumbai office head, Lowe Lintas, who will operate as the CEO of the agency. Both these appointments, the communique said were to be effective from 1 April, 2017.

    Joe said: “I have worked long, and closely with both – individually and as a team; and I can without a shred of doubt say that Arun and Raj are best placed in experience, expertise and energy to fulfil Lowe Lintas’ business, effectiveness and creative ambitions going forward.”

    Arun who has been with Lowe Lintas for over 15 years has been the creative genius behind many campaigns across Surf Excel, Idea, Tanishq, Axis Bank, Paperboat, Freecharge, Hotstar, Google, OLX, Fastrack, Flipkart, Hike and many others. He was the youngest Creative Director in the history of Lintas to have been appointed National Creative Director in 2010 and also when appointed Chief Creative Officer in 2016.

    Arun Iyer said: “We are getting ready for the future and the plan is to ensure we have the most contemporary hyper-bundled offering in the industry.”

    Raj Gupta who has been with Lintas for over 25 years has held leadership positions in the company across Media, Digital, Strategic Planning, Channel Planning, Business Development and of course Account Management. His width of expertise and leadership experience across functions, the company feels, will be invaluable in the agency’s journey back to full service or what at the Group they call Hyper-bundling.

    Gupta said: “Great brands have a purpose that never stops unfolding and with our determination to make Lowe Lintas truly hyper-bundled, we will now have so many more ways to tell our brand stories.”

  • R. Balakrishnan bids adieu to MullenLowe Lintas

    R. Balakrishnan bids adieu to MullenLowe Lintas

    MUMBAI: After a three decade long career in the advertising industry, R. Balakrishnan, has decided to move out of MullenLowe Lintas Group, India. The majority of Balki’s advertising years have been spent at the agency where he held the role of group chairman.

    Balki joined the agency in 1994 and was based in its Bangalore office then.

    MullenLowe Group global CEO Alex Leikikh said, “Balki has been the architect of the stellar agency we have in India today. He leaves behind an operation that’s successful and future-ready, a leadership team that’s perhaps the strongest of any agency in India, and a culture that he shaped along the way while himself leading by example. While we will miss his infectiously passionate presence, we wish him even greater success as a film-maker.”

    Speaking of his decision, Balki voiced, “We’ve been planning this for some time now. It’s been a long process of succession planning that concludes with my move. The agency is at its strongest today and I leave feeling satisfied, proud and excited. We have a fine leader in Joe and two world-class creative champions in Amer and Arun. The agency has given me more than 22 years’-worth in opportunities, growth, values and most of all, some friends-for-life.”

    Balki started his career in Mudra, before moving on to Lintas, a place that he went on to make his home for over two decades. While with the agency, he’s been the brain behind several globally acclaimed campaigns and brand ideas. Under his leadership, MullenLowe Lintas Group has consistently retained its spot as one of India’s top agencies and a training ground for some of the best advertising minds of the industry.

    MullenLowe Lintas Group CEO Joseph George who has worked closely with Balki through all of the 22 years added, “It is impossible and even foolish to try and replace someone like Balki; so we planned the transition differently. As early as July 2015, we put in place, a management structure that would help us move forward as an organisation, while also maximizing the potential and aspirations of great individuals we have. Balki and I have tried to think this through every step of the way, and it’s reached a place where we feel the agency is ready for today, and tomorrow.”

    Balki concluded, “There is no bigger happiness than to see a thought actually work the way you had fantasised. Lowe was a thought am proud of. Ok…next!”

  • R. Balakrishnan bids adieu to MullenLowe Lintas

    R. Balakrishnan bids adieu to MullenLowe Lintas

    MUMBAI: After a three decade long career in the advertising industry, R. Balakrishnan, has decided to move out of MullenLowe Lintas Group, India. The majority of Balki’s advertising years have been spent at the agency where he held the role of group chairman.

    Balki joined the agency in 1994 and was based in its Bangalore office then.

    MullenLowe Group global CEO Alex Leikikh said, “Balki has been the architect of the stellar agency we have in India today. He leaves behind an operation that’s successful and future-ready, a leadership team that’s perhaps the strongest of any agency in India, and a culture that he shaped along the way while himself leading by example. While we will miss his infectiously passionate presence, we wish him even greater success as a film-maker.”

    Speaking of his decision, Balki voiced, “We’ve been planning this for some time now. It’s been a long process of succession planning that concludes with my move. The agency is at its strongest today and I leave feeling satisfied, proud and excited. We have a fine leader in Joe and two world-class creative champions in Amer and Arun. The agency has given me more than 22 years’-worth in opportunities, growth, values and most of all, some friends-for-life.”

    Balki started his career in Mudra, before moving on to Lintas, a place that he went on to make his home for over two decades. While with the agency, he’s been the brain behind several globally acclaimed campaigns and brand ideas. Under his leadership, MullenLowe Lintas Group has consistently retained its spot as one of India’s top agencies and a training ground for some of the best advertising minds of the industry.

    MullenLowe Lintas Group CEO Joseph George who has worked closely with Balki through all of the 22 years added, “It is impossible and even foolish to try and replace someone like Balki; so we planned the transition differently. As early as July 2015, we put in place, a management structure that would help us move forward as an organisation, while also maximizing the potential and aspirations of great individuals we have. Balki and I have tried to think this through every step of the way, and it’s reached a place where we feel the agency is ready for today, and tomorrow.”

    Balki concluded, “There is no bigger happiness than to see a thought actually work the way you had fantasised. Lowe was a thought am proud of. Ok…next!”