Former group chairman and chief executive of Mullen Lowe Lintas’ Group, Joseph George announced the launch of his independent advertising agency, Tilt Brand Solutions on Monday. The company will be based in Mumbai. The new agency will focus on providing video content, data backed planning, brand consulting and communication services.
The company is currently in talks with 20 prospective clients. The client base is diverse and includes fast moving consumer goods, consumer durables, automobile and online companies.
“Currently, most advertising agencies primarily believe in creating television commercials when it comes to video advertising. However, video content is becoming huge on digital with majority advertising money being spent on it. Our aim is to look at video as a new format of advertising which can help brands connect with consumer across media platforms,”
Joseph George, chairman and managing director, Tilt Brand Solutions.
The advertising industry is one of the most creative industry on the planet. Consumers buy things because of ads. Advertising is not only limited to selling products but also spread campaigns, social awareness, etc. George knew the dynamics of the modern industry that’s why he has an illustrious list of advertising big-wigs.
Tilt’s top leadership consists of former Mullen Lowe Lintas senior executives Shriram Iyer who has taken over as chief creative and content officer as well as Rajiv Chatterjee who is the chief business officer. Srikanth Sarathy, the chief operating officer at Tilt, has over two decades of work experience across ad agency Leo Burnett as well as Walt Disney India among others. Kedar Teny, who has recently quit Sony Pictures Networks India, has joined the agency as chief strategy officer.
Joseph George was the constant element in Lintas India throughout its evolution. He joined Lintas India in 1991, and has been with the company throughout its journey; from Lintas India to MullenLowe Lintas Group today. He was appointed India chief executive in 2011. He also took on the additional responsibility of running the South Asia and Southeast Asia region in 2016. He had also served on the global executive committee of the MullenLowe Group network. During his six-year leadership, apart from driving growth he helped set up two new Indian agencies from the MullenLowe Lintas Group – Mullen Lintas in August 2015 and the recently launched PointNine Lintas.