Former Group Chairman & CEO of MullenLowe Lintas Group, Joseph (Joe) George announces the launch of Brand & Communications enterprise – Vector Brand Solutions which will be based in Mumbai.
Speaking on the launch of Vector, Joseph (Joe) George shares, “Thus far, we seem to have got quite a few things right at Tilt; in terms of how we work, how we engage, and what we put out. While there is of course a lot for us to get better at, what has worked most for us and our clients is a structure that allows our senior folks to give disproportionate attention to brands, clients, and their business. So, the question I asked myself was how do we navigate and manage growth while not diluting, diminishing, and diffusing our people’s involvement with their brands and clients. The answer – Vector Brand Solutions.”
On the name, Joe shares, “Vector in Physics is a quantity or phenomenon that has both magnitude and direction. And that’s what we want to ensure in everything we do – agility and pace but with purpose and direction.”
On what Vector would specifically focus on developing along the way, Joe shares “Vector is a post-pandemic launch, and the rampant digital embrace seen in the past 20 months have resulted in Digital First brands getting launched every day. For them to survive and thrive they will need the high-quality top, middle, and bottom of the funnel interventions; and so, will need help with smart data insights, innovative demand generation as well as top draw skills in building brand love, preference, and distinctiveness. Vector will strive to be acknowledged as best in class partners for these marketers.”
Vector will be putting in place its operating leadership. An announcement on this is expected to be made in the next few weeks.
George started off his career journey as Brand Planner at Leo Burnett, later on moved to Lowe Lintas as Deputy CEO where he worked for 19 long years. He then worked as Regional President at MullenLowe group, he was also the Group CEO at MullenLowe Lintas Group.
