IPG Group plans growth strategy for Indian brands

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Mumbai, Apr 8: Lowe Worldwide, part of the IPG Group, is chalking out a new game plan to gain a competitive edge in the Rs 16,000-crore Indian advertising industry. For starters, the group is planning to strengthen the media-buying and -planning operations of its subsidiaries, Lowe India and FCB-Ulka.

Lowe Worldwide is also getting ready to launch a slew of new business ventures in areas which include the application of mobile technologies and brand marketing communications in the next two months. In an exclusive interview with FE, Stephen Gatfield, CEO, Lowe Worldwide, and executive vice-president, network operations, IPG, said: “We are already looking at areas of collaboration to strengthen our brands Lintas Media Group and Lodestar in India. The areas we really want to focus on for collaborative work include system development, research development and analytics.”

According to Gatfield, IPG’s media business is strong and competitive in the Indian marketplace. “We are looking at areas where we can do more together. Our aim is develop our media brands in a collaborative manner. However, we have no intention of unifying them in India,” he explained.

On the rational behind Lowe Worldwide’s new business ventures in technology and branding, Gatfiled said: “As India has become a global brand owner with corporate brands such as Mittal Steel and TCS, there is a need to strategise around global strategies and global brand equity management,. We want to build those capabilities in India.” In addition, Lowe Worldwide is also planning use its Indian operations as a global research centre.”Lowe India plays a very important role in our worldwide operations .We also plan to make India, a part of our 247 studio capability.” said Gatfield.