By A Correspondent

Mullen Lowe Group has announced the entry of Mullen Lowe Mediahub into the India market with the launch of LintasMediahub. In India, the media agency will operate as a division of Mullen Lowe Lintas Group’s omni channel agency

Speaking on the launch, Vikas Mehta, CEO, Point Nine Lintas said: “The separation of creative and media in the past two decades has gradually sucked ideas out of the media business. Media innovations have been largely ‘standardised’ and whilst there are some breakthroughs, they are few and far between. With Lintas Mediahub, we want to bring ideas back to the heart of the media offering. The addition of media capabilities to our service stack brings PointNineLintas another step closer to our omnichannel vision.”

Lintas Mediahub will be headed by Vidhu Sagar who joins as National Director –Media, and will be based in Mumbai. Sagar joins from WPP where he was business lead at Global Team Blue (GTB) – WPP’s integrated agency for Ford Motors.Prior to that he was an EVP at Carat Media India, served as General Manager, FCB‐Ulka Delhi and was also Head of Marketing at the India Today group, amongst other roles.

Said Sagar: “I am extremely excited to join Lintas Mediahub. It’s a magical combination really. Point Nine Lintas, with its omni channel thrust and an unmatched service stack, is uniquely positioned to address the growing need for a comprehensive surround approach to communication planning. Lintas Mediahub will be the perfect amalgam of science and art, seamlessly fusing logic with lateral thinking. We hope to challenge the status quo by adding a layer of imaginative thinking that’s missing from the offering of most media agencies today.”

Commenting on the India launch, John Moore, Global President, Mullen Lowe Mediahub said: “We are thrilled to launch in the India market. Our goal is to take the same successful approach we are using in the US, and other key global markets,leveraging our position as a challenger media shop for challenger brands, and driving an unfair share of attention for those brands. The Mullen Lowe Lintas Group creative clients have been asking for a media offering for some time and now we can create more powerful and holistic solutions with creative and media under one roof. As a result, our initial strategy is to grow our practice through working with Mullen Lowe Lintas Group and then eventually winning in media only pitches. We are excited about our future and know that Vidhu is the right person to lead and grow Mediahub in this important and dynamic market.”