Advertisement major Lowe Lintas and Partners' media buying arm, Initiative Media, will be entering into a joint venture with Aaren Advertising, an outdoor advertising firm.
The new company will be called Aaren Initiative, said Urmila Jain, chairperson and managing director, Aaren Advertising. However she refused to divulge details about the joint venture.
The new company will provide total solutions for the outdoor advertising all over India.
Ashish Bhasin, president, Initiative Media, could not be contacted. The business activities of Aaren initiatives which were scheduled to commence on October 6, got stalled till the month of November. The activities would include marketing of Aaren sites and development of new outdoor advertising products.
Plans are afoot to enter into strategic partnerships with other players in the market to source sites and to market these sites to advertisers and agencies.
Some time ago, Initiative Media had introduced Lintas Integrated Outdoor Planning and Evaluation System called Linopes.
S Yesudas, associate vice president of Initiative Media, said "The main reason for floating Linopes was that outdoor advertising was not getting the deserved attention since it is an important communication channel."
Linopes is a multilayered operation process where a client is given all the possible outdoor options. It would then do a pre-selection evaluation taking into account the brand and its objective. Based on the selected options, a comprehensive outdoor plan is generated.
Implementation is based on the plan approval which will actually give guidelines to suppliers on quantity and output.
Comprehensive monitoring is the next step which takes care of the minutest details of the actual size of the hoarding. Post buying review is the last layer of the process which looks at whether the objective is met or not.
Initiative Media's clients include Bombay Dyeing, Sony TV and the like where as Aaren Advertising's clients include BPL, Orange, Master Card, Vitesse and Sharekhan.com.
