The move could set the trend for network outsourcing (outsourcing within the global network) among advertising agencies in India. Other agencies such as Mudra that owes allegiance to the Omnicom group are also exploring outsourcing business opportunities.
"Indian talent is being recognised across the world and this studio will enable us to make utmost use of the talent pool here. Also the geographical position and the time-zone helps us in serving clients worldwide in a much more efficient manner," said Stephen Gatfield, executive vice president of Network Operations and CEO of Lowe Worldwide.
The idea of setting up a studio emerged when Lowe started moving a major part of its digital production activities to Indian counterpart, Lintas. Recently Lowe hiked its stake in the Indian agency to own 100 per cent operations.
Post the Lintas buyout, Gatfield also indicated that the Interpublic Group is in talks with FCB Ulka to similarly consolidate its holdings in the agency.
He added that the Lintas buyout will help in accelerating the growth of Lowe India, which is said to be among the most profitable businesses in the Lowe planet.
The Indian operations will be one among the 10 hubs that Lowe is establishing as centres of excellence around the world.
"The development is aimed at greater deployment of India as a regional and global leadership centre," said Gatfield.
Other InterPublic Group companies such as Rivet, which specialises in CRM and retail management and Linterland too will be entering the Indian market as a part of this development. Linterland, the Indian rural marketing division will assist Momentum, Lowe's international activation division in international projects.
InterPublic Group is also entering into a joint venture with a leading global mobile technology player to develop advertising solutions for their clients in the mobile space.
"Penetration of mobiles in developing markets such as India, China, Brazil has led us to have this joint venture so that we can provide mobile solutions to our clients.
Amazing things can be done through mobile," said Gatfield. Lowe is also planning to set up independent units to develop solutions for the mobile and online medium. "These units will develop solutions for the clients who exclusively need mobile and online solutions," said Gatfield.
As of now, the plans are to set up these units only in India and Singapore.