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The company that belongs to the famous global marketing communications and marketing services company, Interpublic Group, named the Lowe Worldwide has recently announced that it is thinking of adding some new business ventures in India soon. The company officials have stated that the company is also looking for adding more capabilities in the areas of branding and technology, that mainly consists of analytics and mobile campaigning, to Lowe India by the next month.
According to the CEO of the Lowe Worldwide, and also the Executive Vice President, Network Operations in IPG, Mr. Stephen Gatfield has commented in this context, "India received the highest capital investment compared to other countries last year by Lowe and this year also we will focus on developing it as a critical global centre for the agency". He was also explaining the principal reasons behind the companys implementing these capabilities and said that the changing media space in the advertising industry is one of most important amongst them. He said, "Microsoft is no more just a software company and Nokia not just mobile, similarly Google and Facebook, these are all emerging as media companies. And we need to mould ourselves to accommodate these changes".
The industry sources have informed that the Lowe Worldwide usually functions with some separate divisions for the sectors like content creation and media buying. Mr. Gatfield is feeling that these divisions will have to work together more closely, because of the growth of new media and changes in viewing of old media. In his words, "30 second commercials in US are giving way to short videos due to the growth of online media. We cannot be specialist anymore and be more sensitive to all media forms. Advertisers, hence, like Unilever are also giving greater importance to team work rather than working in strict categories". He further commented that the Lowe India holds an important place for the companys worldwide operations, as it also has the potentials to become a base for serving many of its international clients. He also said that he is willing to ensure that the company has fully tapped the inherent strengths of the Indian market for ensuring success.
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| Posted : 4/7/2008 |
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