Vikas Mehta appointed CMO at Lowe Lintas

Lowe Lintas and Partners has appointed Vikas Mehta chief marketing officer, a newly created role in India. Mehta came on board in May 2013 moving from Lowe Asia Pacific where he was regional growth officer.  He will report to Joseph George, CEO, Lowe Lintas and Partners.

Mehta’s task is to drive group strategy for organic and inorganic growth. He will interact closely with select clients across geographies and disciplines, informed an official statement.

On the appointment, George said, "Our growth ambition needs to be pursued in conjunction with further enhancing the thought leadership and agency reputation in the market. It is towards delivering on this objective that Vikas joins us."

Mehta added, "The business of advertising agencies is going through a transformation and we believe it will be a significantly different ball game soon. The mandate is to help our business capitalise on these changes.”

He explained that the purpose of creating the marketing function at Lowe was to drive corporate strategy at a group level, and said, “Every discipline in the marketing spectrum today is being sold as a specialist vertical. As a result, a typical client has a specialist partner each for advertising, digital, search, social, CRM, PR, activation and so on. The biggest challenge is to create a solution that drives medium-agnostic brand strategy, and goes on to build a brand-narrative that straddles all areas of consumer engagement."

Mehta joined the Lowe network in 2006, prior to which he worked at Publicis and Leo Burnett.