Advertising is no longer a one-agency-does-it-all biz

MullenLowe Lintas Group India now focuses on orchestrating outcomes through strategic collaboration

- Gaurav Laghate

As the advertising industry navigates the challenges of project-based billing, the rise of in-house creative teams, and tightening profit margins, MullenLowe Lintas Group India is undergoing a significant transformation. The 86-year-old agency, led by group chief executive officer (CEO) S. Subramanyeswar (Subbu), is moving away from its traditional full-service model to embrace an "ecosystemized" approach.

"This isn't a business of one-agency-does-it-all anymore," Subbu tells Mint. "The future is about win-win partnerships where everyone is a participant—and a beneficiary."

Rather than trying to own every function across media, data, content, and tech, the company now focuses on orchestrating outcomes through strategic collaboration. Recent partnerships with firms like Quantum (for cultural research) and Meta (for digital scaling) have already helped shape new client engagements and knowledge products, he said.