Ameer Ismail, President, LINOpinion and Advent
LINOpinion is a brand image consultancy. As an organisation, Lintas has created IMAG or Integrated Marketing Action Group, which looks at providing a holistic service that can fulfil all communication needs ranging from direct marketing, rural communication, social communication, event management and PR.

LINOpinion is a brand image consultancy. As an organisation, Lintas has created IMAG or Integrated Marketing Action Group, which looks at providing a holistic service that can fulfil all communication needs ranging from direct marketing, rural communication, social communication, event management and PR.
Heading a national team of communication professionals, Ameer Ismail is in-charge of all aspects of the business of events and PR for Lintas India Group. During his tenure, LINOpinion, an autonomous division of Lintas India, has included clients such as Raymond’s, Standard Chartered Bank, Bajaj Electricals, etc.
Ismail’s PR career began in 1992 with Good Relations India. He was appointed a member of the Executive Council of Lintas - Integrated Marketing Action Group (IMAG) in early 2004. His responsibilities include new business diversification, strategy and development for growth of eight different companies within the IMAG grouping. They are Lintas Personal, Linterland, Lintas Healthcare, Aaren Initiative, Dcell, Lintertainment, LINOpinion and Advent.
Prior to LINOpinion, Ismail was GM (India) for Profile, a Grey Communications International affiliate and PR division of Trikaya Grey Advertising. During his short stint in the company, he brought in blue chip clients like Procter & Gamble, Pierre Cardin Fashions, ICI, United Television, Elf Lubricants and BBC. Ismail was also responsible for setting up the PR business of Enterprise Advertising in 1994.
In an interview with Sakshi Talwar of exchange4media, Ismail shares his experience of the PR industry. Excerpts:
Q. LINOpinion has set up a full-fledged in-house creative and media team. Being a PR agency, what prompted you to foray into this segment?
This is in line with our strategy of offering 360-degree communication solutions to our clients. With this service addition our practice group heads can lead a communications campaign with PR and complement the same with focussed media planning and creative. In short, we have further integrated into advertising.
Q. What other services do you provide?
LINOpinion is a brand image consultancy. As an organisation, Lintas has created IMAG or Integrated Marketing Action Group, which looks at providing a holistic service that can fulfil all communication needs ranging from direct marketing, rural communication, social communication, event management and PR. We also have capabilities of doing advertising campaigns through our outdoor company and in-house creative/media teams. This pioneering effort has given us an edge and broadened our focus to a wider canvas than just media relations. In my opinion, most clients today look for an integrated public relations campaign that can deliver comprehensive communication services.
Q. How do you see the state of PR companies from the point of view of a PR practitioner and strategy thinker?
I believe that the PR industry has limitless potential today ranging from individuals in various fields corporates and also to government bodies and institutions. Unfortunately, it is my belief that the industry lacks direction and cohesiveness and requires leadership in order that it is recognised better and be taken to the next level.
Q. What is the roadmap for Indian PR agencies in general and your agency in particular?
India has an excellent bank of trained qualified professionals that are sought after on a global level, though the scale of remuneration maybe slightly lower than counterparts in Asia. However, the opportunity that exists in a dynamic market place such as this is extremely great and the cost of living is not as high as most countries in Asia. In my view we need to develop and train this human capital to become global PR practitioners.
LINOpinion has a plan to internationalise its services. We have already made a foray into some key markets like Dubai, Sri Lanka and the UK. This will lead to knowledge sharing and cross-border exchanges for our employees.
Q. How should one gauge the efficiency of a PR firm? Is there a way to measure returns from PR initiatives?
The efficiency of a PR programme has traditionally been measured by the amount of media coverage garnered for a particular organisation and measurement of the share of voice one gets among its peer group. However, there are several other quantitative methods to measure efficiency of a PR programme. We have developed and unveiled LINDEX – strategic media measurement tool.
Q. How is LinOpinion different from other PR agencies? How distinct is your approach?
Strategic consulting is what most of LINOpinion's clients look for. While media relations still is valued extremely high, the weightage is now shifting to a more brand focussed approach. Lintas is known as a brand building agency and LINOpinion shares the same philosophy. Our specialised areas of focus, apart from corporate, consumer, lifestyle and IT, are investor relations, public affairs and healthcare PR. The latter three are going to be the growth drivers.
Q. Finally, what are the challenges and opportunities facing PR agencies today?
The challenge facing PR agencies today is getting into an enormous business potential that exists in a dynamic market place like India. The other challenges are retention of manpower and clients on a long-term basis, devising innovative brand campaigns that go beyond media relations and developing better measurement tools. As for opportunities, PR talent in India is world class. With an increasing exposure to global brands, it is a matter of time before we see Indians in significant positions in international communication firms. Also, it is interesting to market Brand India to global audiences.
Q. What would you call a milestone success in your journey so far?
Creation of our event management business is one of the important milestones in my journey with Lintas. Within a short span of two years, I set up Advent - the event marketing and management division of the Lintas Group. In recognition of my capabilities, I was fast-tracked to the position of President and mandated with dual responsibilities for growing both LINOpinion and Advent. From a two-member, one-office operation, today LINOpinion and Advent are among the top three in the country with 60 professionals and operations in 10 cities. Another significant achievement in my career was the acquisition of the licensing and merchandising rights for the Cricket World Cup for India and the subcontinent in 2003. This was the single largest L&M deal in the country in terms of value and prestige.
Q. Do you see PR/Corporate Communications as an adjunct of a company’s marketing department or should it chart its own course?
PR builds, enhances and protects corporate reputation. Companies cannot sell or exist in the long term without brand equity. Hence, I believe PR is an integral part of a company's corporate and marketing strategy and falls within that function.
Q. Coming to broader issues, would you say PR agencies in India have evolved and graduated professionally?
Most agencies started out as providers of media relation services. Knowledge levels of the discipline among practitioners also left a lot to be desired. However, there has been a sea change in the PR industry in the past few years with the entry of leading MNC brands and training institutes like MICA. Agencies are moving increasingly towards a more brand-focussed approach. There is also a wider understanding of the discipline among practitioners and clients. It is my belief that PR agencies have certainly come a long way in terms of professionalism, service orientation and capabilities.
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Surabhi Patodia of Ola joins Practo as Head of Communications
Patodia served over three years at Ola as Senior Manager, Corporate Communications & PR
Surabhi Patodia, former Senior Manager, Corporate Communications & PR at Ola has joined healthcare platform Practo as Head of Communications.
Patodia started her career in Communications with Adfactors PR, where she helped companies going to IPO with their communication plans. She then went on to be a part of Text100, India's premier Technology PR agency, where she worked with brands like Lenovo, Tata Power Solar, to name a few. She joined Ola in 2016, and was instrumental in building a strong narrative for the brand, across India and International markets.
Patodia holds PG Diploma in Public Relations & Corporate Communications from the Xavier’s Institute of Mass Communications, Mumbai and Bachelors in Business Administration from BIT, Mesra.
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IndiGo appoints Chhavi Leekha as Director, Corporate Communications & Brand Reputation
Prior to this role, Leekha worked with Nokia India as Head of Marketing and Communications
IndiGo airlines, part of InterGlobe Aviation Ltd, has appointed Chhavi Leekha as Director Corporate Communications and Brand Reputation. Prior to this role, she worked with Nokia India as Head of Marketing and Communications. Her role included setting the direction and leading Nokia's marketing strategy, demand generations, brand strategy, event management, advertising, external/internal communications, corporate affairs &CSR.
Leekha has also worked with Uber India as Consulting Director of Communications and also served a stint at Spice Global as Group President, Brand and Corporate Communications.
Leekha has completed her MBA from the prestigious Narsee Monjee Institue of Management Studies and BA from Shri Ram College of Commerce.
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Aditya Birla Group appoints Sandeep Gurumurthi as Head of Corporate Comm. and Brand
Gurumurthi who was part of the core team that launched ET NOW stepped down from his role as Managing Editor in August 2018
Aditya Birla Group has appointed former ET Now Managing Editor Sandeep Gurumurthi as Head of Corporate Communications and Brand.
Gurumurthi who was part of the core team that launched ET Now stepped down from his role as Managing Editor in August 2018.
He was associated with the channel since inception and besides anchoring breaking news and other special shows, he hosted ET Now's flagship debate show India Development Debate weeknights at 9 pm.
Gurumurthi began his career with national broadcaster DD News, and prior to joining ET Now, he was associated with CNBC TV18,
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Yaap appoints Deepak Singh as Chief Creative Officer
Singh is one of the most awarded creative talents in the country and has won over 1000 national and international awards
Rainmaker Ventures-backed Yaap, the digital advertising agency has appointed Deepak Singh as their Chief Creative Officer. Deepak will be based in the Mumbai office and will oversee all creative functions across the Yaap network in Mumbai, Gurugram, Hyderabad, Shillong, Dubai, Singapore & Jakarta. He will report directly to the Board of Directors at Yaap.
Singh is one of the most awarded creative talents in the country and has won over 1000 national and international awards at Cannes, One Show, LIA, New York Festival, Goafest, Adfest, Spikes Asia, Young Guns and more. He has also been on the jury of some of these prestigious festivals and led creative teams across agencies including Leo Burnett, Grey Worldwide, McCann Erickson, DDB Mudra, TBWA, Dentsu and The Social Street.
For the past 3 consecutive years, Singh has led a young team from The Social Street, which has gone on to give an exhilarating performance. He has been instrumental in securing the Creative Agency of the year title for the agency, several times during 2018.
Commenting on his new role, he added, “Saying yes to Yaap was actually not a very tough decision to make for me. Right from the time we first met, Atul had a clear picture of why he wanted to hire me. I am glad he has chalked out a much bigger role for me. Being a young and vibrant company with expertise in Digital Content, Design and Influencer Marketing, Yaap I believe will be a great learning experience for me. I’m raring to go “
Atul Hegde, co-founder Rainmaker Ventures added “Deepak is a welcome addition to the array of Partners we have at Yaap, which has a unique non CEO model, our aim as investors, is to ensure that we are able to attract the best & brightest of talent into the senior management pool at Yap. Within a short span of fewer than 3 Years, Yaap has grown into 70+ people across 7 offices in South East Asia, India & the Middle East and it was the right time for us to bring in a Senior Creative talent. I wish Deepak all the very best and I’m sure he will be a great asset to Yaap. “
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Leo Burnett India promotes Rakesh Hinduja to COO, West
He has been leading the operations of Leo Burnett’s head office in Mumbai as the Executive Director and Branch Head
Leo Burnett has announced the promotion of Rakesh Hinduja to Chief Operating Officer, West. He will continue to report to Dheeraj Sinha, Managing Director, India and Chief Strategy Officer, South Asia and Rajdeepak Das, Managing Director, India and Chief Creative Officer, South Asia.
Hinduja has been leading the operations of Leo Burnett’s head office in Mumbai as the Executive Director and Branch Head.
Speaking about the elevation, Dheeraj Sinha said, “Rakesh is the perfect role model for the new-age agency we are building. His leadership on all the three parameters of People, Product and Profit has been stellar. Under his watch, we have consistently seen spectacular work that has won our brands market-share, and glory at platforms such as Cannes Lions, Spikes and Effies. He has delivered high-quality growth for the Mumbai office, leading the teams to win a new business almost every two weeks. The momentum and buzz at Leo Burnett Mumbai are palpable. Rakesh has been an amazing team player, helping push the Publicis Groupe’s Power of One agenda. Leo Burnett Mumbai’s contribution to our services such as Prodigious has helped Prodigious to become the number one ‘agency production house’ in the country within a span of two years. More than anything else, Rakesh has a never-say-die attitude and he always plays the game with a sense of camaraderie that we really value at Leo Burnett.”
In his new role, Hinduja will drive the Power of One agenda for Leo Burnett in the West. He will help build cross-platform solutions for our clients using our services in Entertainment (Publicis Entertainment), Content (Content Factory), Experiential (Arc Worldwide), Production (Prodigious), Digital (Indigo Consulting and Digitas) and Media (Zenith Optimedia, Ecosys and Beehive). He will lead all the functions of Leo Burnett Mumbai to create world-class work, build a high growth business and create a culture where people come to do the best work of their lifetime.
Commenting on Rakesh’s promotion, Rajdeepak Das said, “Rakesh is always there, backing great creative work and making integrated thinking happen for our clients. He has been an essential part of the journey to get where we are today. This elevation is much-deserved and will take all of us to greater heights.”
Talking about his promotion, Rakesh Hinduja said, “I am happy with my journey at Leo Burnett – a new-age, solution-providing ‘Wave 3’ agency. I’m proud of the brave we have work done and I am hungry for more. Hereon, there are a lot of exciting things to do and in quick time. I want to take a critical pause here to thank all our clients and the Burnetters for their belief in me.”
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Publicis India appoints Neeraj Bassi as Managing Partner & Chief Strategy Officer
Along with Srija Chatterjee and Bobby Pawar, Bassi will help in fostering collaboration and delivering on the Power of One synergy across the Groupe
Publicis India has announced the appointment of Neeraj Bassi as Managing Partner & Chief Strategy Officer. Neeraj will work from the agency’s New Delhi office. Along with Srija Chatterjee and Bobby Pawar, Neeraj will help in fostering collaboration and delivering on the Power of One synergy across the Groupe.
With over two decades of professional experience, Neeraj has worked with some of the world’s most renowned brands including Coca-Cola, Asian Paints, Cadbury, BMW, KFC, Adidas, Samsung, British Airways, WeChat, Voltas, Audi, HSBC, Max Life and Tata Singapore Airlines – Vistara among others.
He joins Publicis after a brief stint as an independent Consultant where he provided strategic guidance and brand solutions for multiple clients across various categories. Neeraj has worked with some of the top market research networks such as TNS, IMRB, and NFO and led the Strategic Planning function in advertising agencies including Cheil, Ogilvy, JWT, McCann in India and abroad. Neeraj has also won multiple awards across reputed award festivals that recognise effectiveness such as Effies (India & APAC), AMES, WARC, etc.
Announcing the new appointment and welcoming Neeraj aboard, Saurabh Varma, CEO, Publicis Communications, South Asia said: “In Neeraj, we found a partner with a shared vision of driving a deeper level of integration within the Groupe by leveraging the Power of One model. Neeraj’s vast experience and media neutral planning approach will help clients in building a holistic brand experience which will aim to create one-to-one consumer engagement, at scale. I look forward to working with Neeraj and wish him the best of luck.”
Welcoming Neeraj to the Publicis family, Srija Chatterjee, Managing Director - Publicis Worldwide, India said: “Neeraj joins at a time when the Groupe is implementing a profound transformation which puts our clients front and centre of everything that we do. His wealth of experience of working across diverse sectors and with cross-functional teams will help build a narrative around our clients’ business and marketing transformation that connects data, content and technology in an omnichannel world. I’m excited to welcome Neeraj to the Publicis Groupe family, and we look forward to him riding the next strategic wave at the agency.”
Bobby Pawar, MD & CCO - Publicis Worldwide, India added: “I’ve always believed great work is born out of a strong partnership between strategy, creative and clients. Neeraj Bassi has a history of creating strategic platforms that killer ideas can springboard from. His cross-platform approach to planning will also be a huge asset to our march towards the future of creativity. It also helps that he is fun to be around. I can chat with him for hours; the chemistry is very important when you are going to be more or less living out of each other’s metaphorical pockets.”
Commenting on his appointment, and his plans for the agency, Neeraj Bassi said: “I am really excited to be part of Publicis India and looking forward to partnering Bobby and Srija to create stellar work that stands out in the market. Working with clients as an independent consultant has given me insight on the primary concerns of CXOs and how communication can help resolve them. Clients today need an omnichannel approach to planning that focuses on identifying and solving their business problems holistically, rather than getting trapped in a discipline-specific approach. I am fascinated by the way all Groupe companies have come together at Publicis to create Power of One, and I look forward to wielding this power to build successful campaigns for our clients.”
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Airbnb appoints Google's Aristotle Balogh as Chief Technology Officer
Balogh formerly served as Vice President of Engineering, Application Storage, Indexing and Serving at Google
Airbnb has announced the appointment of Aristotle Balogh as Chief Technology Officer, according to media reports.
Balogh is expected to begin his tenure with Airbnb in November and will head the engineering and data science teams. He will also be in charge of infrastructure, information security and IT, as well as engineering for payments and community support.
Balogh formerly served as Vice President of Engineering, Application Storage, Indexing and Serving at Google, where he was instrumental in developing the infrastructure and data platforms of Google Search. He also worked as Chief Technology Officer at Yahoo and VeriSign.
According to reports, the company is expected to file for an Initial Public Offering (IPO) next year and Balogh's appointment comes at a time when Airbnb is still without a Chief Financial Officer after Laurence Tosi stepped down from the role earlier this year.
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