Archive · 9 Jun 2025
MullenLowe Lintas India Shifts to Ecosystem-Based Advertising
MullenLowe Lintas, an advertising agency, is changing how it works.
Instead of doing everything in-house, they're partnering with other companies.
They're building a network to give clients the best service.
They are also creating new products like cultural maps.
The agency is also reorganizing its teams, focusing more on creativity and strategy, and training its employees.
The goal is to be more flexible, adapt to the changing market, and use knowledge to offer new services.
MullenLowe Lintas is moving away from the traditional full-service model.
The agency is adopting an "ecosystemized" approach through strategic collaborations.
The agency is focusing on knowledge productization, creating products based on cultural insights.
Internal restructuring involves a shift to a 60:20:20 model: creative, strategic planning, and business generation.
The agency is prioritizing partnerships over acquisitions.
- Who
- MullenLowe Lintas Group India
- What
- Transitioning from a full-service agency to an ecosystemized approach.
- When
- Ongoing
- Where
- India
- Why
- To adapt to challenges in the advertising industry, like project-based billing and the rise of in-house creative teams.
Traditional Advertising Model
Ecosystemized Advertising Model
Service Structure
Traditional Advertising Model
Full-service agency model, controlling all aspects of campaigns.
Ecosystemized Advertising Model
Focus on partnerships and specialized services.
- Agency
- MullenLowe Lintas Group India
- CEO
- S. Subramanyeswar (Subbu)
- New Business (Q1)
- ₹25 crore
- Training Investment
- $1,000 per head (2024)
- Model Shift
- Full-service to ecosystemized approach