BRIEF23 brings you insights and inspiration from Ameer Ismail, President, Lintas Live, Mullenlowe Lintas Group. Lintas Live is MullenLowe Lintas Group’s digital first creative PR agency.
Ameer writes on invitation and exclusively for our special series BRIEF23, which features industry stalwarts, thought leaders, industry captains, business heads, brand custodians and other C-suite heads from diverse companies across sectors, size and scale, sharing their learnings from 2022, and guidance and inspiration to help empower professionals for the upcoming FY 2023-24.
Ameer Ismail’s illustrious career spans over two decades. He joined Lintas in 1996 and was entrusted with the responsibility of building the PR business – GolinOpinion (formerly LinOpinion). He has now been appointed President – Lintas Live, the rebranded creative-led digital first PR and communications agency.
Recognizing the transformation of the PR industry, he was instrumental in structuring the JV with Golin in 2013 and was appointed a member of Golin’s Global Leadership Group in 2016. GolinOpinion (now Lintas Live) has been recognized as one of the leading players and most respected brands in the PR industry. The agency grew successfully to include a portfolio of reputed clients such as Seiko, Etihad Airways, Starbucks, Marriott Hotels, Porsche, and Sony Pictures Networks, to name a few. In recognition of his overall contribution, he was promoted in 2016 to the post of President. In addition to leading the PR business, he has been a part of the senior management of the group and has essayed several leadership roles in the group during his tenure. He was the Chief Growth Officer for PointNine Lintas, and the head of other group businesses including DCell, Lintertainment, and Advent.
Ameer serves on the advisory committee of several management forums and is a part of several award platforms and juries. He has been well-recognized as one of the leading personalities in the PR industry and won several awards and accolades during his tenure.
BRIEF23 by Ameer Ismail – Lintas Live
2022 defined: The words that come to mind for 2022 are “resurgence” and “confidence”. Our economy was getting stronger in every way, and it fueled positive client and consumer sentiment.
In fact, India has become a sweet spot in the world economy despite economic and political turbulence in so many parts of the globe. This has given rise to a renewed feeling of confidence and that has contributed to our industry bouncing back and, in many cases, delivering successful growth numbers across the board.
We pivoted our PR business at the right time to a new model that added digital/creative capabilities at the core and promised to deliver ‘ideas that are talk worthy’ to our clients. We embedded these capabilities and clients embraced them.
This helped us effectively navigate the growing complexity of a digital-first ecosystem for our clients and deliver work that stood out and got recognized. I see a renewed agency brand and teams brimming with energy, optimism and now we have a proven track record of the promise, delivered.
On track, ahead of, or trailing the pack?: The entire industry, including the larger players, seem to be struggling with the ‘what next’ question. The Lintas Live model is already standing out in so many ways, we are delivering some outstanding work to clients including Infosys, Starbucks, Porsche, and others.
Our teams are integrating around a challenge and delivering the kind of visible, shareable work that stands out in a commoditised environment and that is what is exciting clients, teams, and the industry. I believe without a doubt that we are ahead of the pack and the future of Lintas Live is only going to get more exciting and our work will be even more exceptional.
Under the hood: The industry is going through a challenging time, but in every challenge, there is an incredible opportunity. For me personally, I felt renewed energy and commitment as I could feel my efforts come alive and see this agency brand achieve success. I am proud to build on a vision that is relevant to clients evolving needs where they can trust us as their integrated agency partner and do not feel the need to choose multiple agencies for PR, social media, and creative.
The best feeling is to have diverse teams getting together to rally around client briefs with the same mission and zeal and deliver splendid work, that has been the most gratifying experience in 2022.
Lessons learnt: Professionally, with my experience, I have a greater vantage point to see where the industry is going and where it needs to be. I also am very passionate about evangelising the true power and potential of PR and making sure I use my voice and platform to get issues highlighted.
I also have straddled many leadership roles in Lintas that allows me to see a world without silos. While PR is the closest to my heart, I also clearly see the world of advertising and many changes and challenges that industry has faced in its journey. The PR industry has much to learn despite it being on a different path of evolution.
Who/What inspired me: I am greatly inspired by the people around me and the human potential to go above and beyond. From my colleagues to my family and friends there is much one can learn from just observing how they conduct themselves in challenging situations.
An individual who behaves in a way that is dignified to a simple person who finds happiness despite challenges in life. A person who gives back to society – inspiration can be taken from many places/persons. I learn and imbibe what I believe can make me a better human being and leader.
Looking ahead: Our industry needs to reinvent itself. I believe that we have a fantastic talent pool available and so many opportunities with digital that PR agencies can play an enormous role in shaping narratives for individuals, brands, and even the country. PR has direct access to the C- Suite, it’s time this influence is leveraged. I am confident that we can (and will) do much more global work and we will see this come alive in 2023 and beyond.
The industry suffers from a lack of confidence and belief in its own inherent value, that’s reflected in the stagnant fee structures and the lack of scale. Globally, the PR industry is sizeable, the largest agency has grown to over a billion dollars in revenue so there is enormous potential to scale in India.
And here’s how we’ll do it!: I plan to empower our teams to do bolder, more modern work that will generate talkability for our clients. Our model coming alive will make our agency brand recognised as the best in class and give us the ability to achieve greater success.
Personally, I believe in maintaining a work-life balance. It is a core principle that is embedded in my mind, and I ensure that I practice this on a regular basis. I have served in this industry as an agency head and a senior practitioner for the better part of 3 decades and this has helped me navigate my life with ease and ensure I don’t feel what many do which is the ‘burnout’ syndrome.
I also ensure I exercise daily, am calm and confident, and carry a passion for what I do every day. That’s the secret sauce of longevity. I am also passionate about being a part of a journey of purpose and grateful for the many brands I have had the privilege of representing. I plan to continue to live in this exciting world of brands but am in the process of planning the next phase of my professional life.
Advice: In a world where the codes of professional life are changing and everyone is living for quick fixes and moves, I believe there is a huge merit in career longevity and working with purpose and passion. My advice is to stay the course and connect the dots in your chosen career and I believe success will follow people who don’t chase it.
Bigger titles and more wealth are good things but as you get more mature, one realizes that all these things matter less than one’s personal happiness. Finally, happiness can be so abundant if you learn to share and give back to your family, community, and colleagues.
One big learning/realization: The realisation that I have arrived and made my mark, was my big moment. I had spent so much time working towards that goal, I missed the fact that I already had scored … and won.
The other big realisation is the fact that you don’t measure your life and success based on societal or other people’s expectations or their yardstick. Your journey is uniquely yours and needs to be viewed (and celebrated) only in that context.
The quote or thought that’ll inspire me in 2023: ‘A leader is one who, out of the clutter, brings simplicity…out of discord, harmony… and out of difficult, opportunity’ quote by Albert Einstein