Our mission in 2022 will be to deliver larger, more audacious work that stands out and gets recognized
By Ameer Ismail, President, Lintas Live
2021 saw the resurgence of PR as an effective tool for brands and a significant recovery in business to pre-COVID levels. The numerous challenges faced by agency brands over the past couple of years have made us resilient and wiser, especially those who have taken the time to reflect, re-strategize our models and ensure we are prepared for a dynamic future. I have decided it is important to focus on a few important priorities for the new year that will take Lintas Live to greater heights. We have a unique model and proposition that is well positioned to deliver great results while being equipped for today’s evolving environment. According to me, the key for any agency is to have the ability to create compelling storytelling that is relevant to today’s audiences and in formats that they are familiar and comfortable with. Our LIVE framework has been designed keeping this in mind and we are going to augment it with a focus on the following key areas.
Campaigns based on data-driven insights – As the move to digital platforms continues to accelerate, agencies need to be far smarter about how to use enormous data they have access to. As we develop the Lintas Live model further, we will aim to collaborate, learn and acquire new competencies and tools. This means strengthening our planning capability to design even more effective and in-depth campaigns and communication strategies. Our key differentiator will be to build narratives that make brands LIVE in a commoditized market.
Build on our hyperbundled heritage – Truly great campaigns are not siloed; they happen when teams with different capabilities come together and work seamlessly. Our core strength in PR is now powered with great creative thinking that is digital-first. We have had brilliant success in showcasing the true power of this model with the award-winning India Police campaign and the CRY campaign. Our mission in 2022 will be to deliver larger, more audacious work that stands out and gets recognized.
Create a global footprint – Our vision extends beyond India. We want to do great globally impactful work and have just won our first international mandate as the lead agency for a large global campaign. The focus will be to think bigger and do more such projects in collaboration with our global network.
Explore collaborations with like-minded agencies – We live in an era where cost rationalization is crucial. This means agencies need to get creative about how they invest in different capabilities. One solution to this could be through collaboration with agencies with a proven track record. There is a rich tapestry of talent and independent agencies available in our ecosystem. I believe we are in an age of collaborative working and this is the other focus area for Lintas Live.
Build a team and culture that is future-ready – In an environment where there has been a lot of attrition, a vibrant and open culture is what attracts good people, while recognition and rewards keep them. We will actively work to develop and attract talent through innovative programs.
