Latest news with #Subbu
Mint
09-06-2025
- Business
- Mint
Why MullenLowe Group is dismantling the full-service agency model
MUMBAI: 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. Also read: Advertising sentiment remains subdued during festive quarter The agency as an ecosystem builder Subbu's thesis is simple: advertising agencies can't win by competing in silos. 'The old idea that agencies must control everything, from ideation to execution, is outdated," he says. 'Clients today deal with specialized partners across tech, data, influencer and commerce. Agencies need to bring these together." He's visualized the agency as a nucleus, surrounded by market makers, media, data, creators, tech platforms, social organizations and academic institutions. 'Think of it as a connected operating system, not a vendor list," he says. This model allows Lintas to lead with insights, not only campaigns. Case in point: its long-term partnership with Quantum to launch 'State of States'—a deep cultural mapping of 22 Indian states, now used to develop hyperlocal campaigns across categories. From campaigns to 'products' This shift also signals a change in mindset from campaign delivery to knowledge productization. 'Each state's cultural profile is a product," Subbu says. 'We offer it to any brand, even if they don't work with us." A second knowledge asset, 'State of Weddings', is set to launch soon. Subbu calls this approach PaaS or product-as-a-service, borrowing the term from software startups. 'Agencies must stop thinking of deliverables as creative outputs and start treating knowledge as IP (intellectual property)," he says. Restructuring from within Internally, MullenLowe Lintas has undergone a dramatic reorganization. The traditional account–planning–creative structure has been replaced with a 60:20:20 model: 60% creative talent, 20% strategic planning and 20% business generation. Also read: Havmor sees strong summer demand but input cost a challenge 'The number of content assets required today has exploded," Subbu says. 'You can't run an agency on the same headcount logic from a decade ago. Creative must scale and stay sharp." Account management is no longer about just relaying briefs. 'They're now responsible for generating growth, not just coordination," he says. Planning and creative interact directly with clients. With agencies struggling to attract young talent, Subbu is betting on internal learning. 'We spent $1,000 per head to train 400 people in 2024—across creative, planning, and business," he says. His pitch to potential hires: 'You may not stay for 20 years, but even five years here should feel like a legacy." Old school relationships, new school work Despite the transformation, Subbu insists that long-term brand building remains the agency's core strength. 'We're proud of the brands we've helped grow over the decades—Lifebuoy, Fair & Lovely, Tanishq, Tata Tea, Surf Excel. That legacy doesn't go away," he says. But he's also clear-eyed about where the market is headed. In the first quarter of this year, MullenLowe Lintas secured ₹25 crore in new business, with 43% of it coming from projects rather than annual retainers. 'Clients will still have a lead agency," Subbu says, 'but they want the freedom to bring in specialists. That's reality. The soul of the brand must stay consistent, but different expressions are okay." No to acquisitions, yes to partnerships While many holding groups are consolidating via M&A, Subbu says he prefers working partnerships over outright acquisitions. 'We've had conversations around co-investing to create new value, but buying companies is not the goal," he says. He's open to sharing credit, control and even commercial upside. 'If a six-month-old startup has sharper tech or insight, I'll give them the bigger role. Ego shouldn't get in the way of results." What's next? The agency's knowledge products may soon evolve into digital tools or even a custom LLM (Large Language Model), Subbu says. 'That's phase two. These products will power localization at scale." Also read: From milk delivery to FMCG - Chitale Bandhu now seeks to make a mark with snacks The vision is grounded in a belief that branding is more than marketing—it's cultural storytelling. 'Brands aren't just part of marketing plans—they're part of culture," he says. 'And to stay relevant, they must reflect the cultural codes of their consumers." Or, as he puts it, 'You're not building a brand. You're building a relationship. That's something no algorithm can replace."
Time of India
03-06-2025
- General
- Time of India
2 brothers lynched over goat theft bid
Sivaganga: Two brothers were lynched by a mob over their suspected attempt to steal goats from a farm in Sivaganga district around midnight on Monday. Police said the deceased, S Manikandan, 31, and S Sivasankaran, 24, of Kattanipatti had previous theft cases against them. Tired of too many ads? go ad free now The incident happened at a farm owned by one Subbu in Alagamanagiri, under Madagupatti police station limits. Around midnight, the two brothers were allegedly trying to make off with goats and chickens from the farm. Some people who came there to check on a jallikattu bull spotted the activity and informed others. Subsequently, a mob converged and caught hold of Manikandan and Vigneswaran as they tried to escape. The villagers then beat them up with wooden sticks, punched and kicked them. Sivaganga superintendent of police Ashish Rawat said local police immediately reached the spot and found the two brothers with severe injuries. "The two were rushed in a 108 ambulance to Sivaganga government medical college hospital. But, they died without responding to treatment. Police detained 10 suspects immediately," he added. Madagupatti police registered a case and were investigating. The bodies of the deceased were sent for postmortem examination. As of Tuesday evening, police arrested six people, including S Thirupathi, 45, A Somaraj, 31, R Prabhu, 30, V Deepak, 19, S Vignesh, 31, and R Dinesh, 31. Investigation was on to trace the others involved.
News18
27-05-2025
- Business
- News18
How to Plan Your Dream Trip with SIP: The Sahi Kadam for Travel Without Financial Stress
Last Updated: News18 Dreaming of exploring new countries, relaxing on a beach, or taking that much-awaited family vacation? For many, travel is no longer a luxury but an essential part of life's aspirations. Yet, the cost of a dream trip can often feel daunting. The good news: with a little planning and the power of a Systematic Investment Plan (SIP) in mutual funds, you can turn your travel goals into reality without dipping into savings or taking on debt. This is truly 'Nivesh ka Sahi Kadam" and a shining example of why 'Mutual Funds Sahi Hai." Why Plan Your Vacation with an SIP? Most people either fund their trips at the last minute with credit cards or personal loans, or dip into their emergency savings-both of which can derail your financial health. Instead, planning your trip in advance and investing regularly through an SIP allows you to: Step-by-Step Guide to Planning Your Trip with SIP Your Dream Trip and Budget → Decide where you want to go (domestic or international), how long you'll stay, and the experiences you want. → Estimate the total cost, including flights, accommodation, food, local travel, shopping, and a buffer for inflation (usually add 10-15%). How far away is your trip? The time you have determines the type of mutual fund you should choose. → Less than 1 year: Consider liquid or ultra-short-term debt funds for minimal risk. → 1-3 years: Look at short-term or corporate bond funds for better returns with moderate risk. → 3+ years: You can consider balanced advantage or hybrid funds for potentially higher growth. 3. Calculate Your SIP Amount → Use an SIP calculator: Input your target amount, expected return, and time horizon to find out how much you need to invest monthly. → Example: For a ₹4 lakh international trip in 2 years, if you assume a 7% annual return (which is a reasonable estimate for a suitable debt mutual fund), the Goal SIP calculator shows you would need to invest approximately ₹15,600 per month to reach your goal. 4. Start Your SIP and Stay Consistent → Automate your SIP so you never miss an installment. → Treat this investment as non-negotiable-just like your rent or utility bill. 5. Track Your Progress and Adjust if Needed → Review your SIP annually or if your trip plans change. → If you get a bonus or extra income, consider topping up your SIP for a bigger travel fund. Why SIP is the Sahi Kadam for Your Travel Goals Disciplined Saving: SIPs encourage regular, disciplined savings, making your dream trip a reality without financial strain. Power of Compounding: Even small amounts invested regularly can grow significantly over time, thanks to compounding. Flexibility: You can start, stop, or modify your SIP as your plans evolve. No Compromise on Other Goals: By creating a separate travel fund, you don't have to sacrifice your long-term goals or emergency savings. Watch this video where Subbu explains how by setting aside a portion of your income for travel through SIPs, you can experience the world without compromising your financial well-being. With a little discipline and planning, your dream vacation is just a few SIPs away. For more details: top videos View all Disclaimer: Mutual fund investments are subject to market risks. Please read all scheme-related documents carefully before investing. Past performance is not indicative of future results. This is a Partnered Post. First Published:
