Former Lintas Group Chairman launches communications consultancy

Former Group Chairman at advertising conglomerate MullenLowe Lintas Group – Joseph George – has launched a new consulting firm by the name of Tilt Brand Solutions. Outside of the consultancy domain, the firm will also offer support in content & video production and communications. 

Joseph George has nearly three decades of professional experience in the field of advertising. Having obtained a Masters of Business Administration degree in Marketing, George began his professional career with a brief one-year stint at advertising giant Leo Burnett.

He then moved to Lintas India, where he would remain for more than two decades. George ascended through the ranks during his time at Lintas, with his first senior promotion taking him to the position of Account Executive to the Deputy CEO. Following the integration of Lintas into the international MullenLowe Group, he was appointed the Regional President at the firm for South & Southeast Asia.

Since 2011, George has been the Group CEO at Lintas India, and was given the additional responsibility of being Group Chairman as recently as 2016. Now, in partnership with two other senior executives from the marketing and television domains, George has launched Tilt Brand Solutions.

The Mumbai-based consulting firm will offer a wide range of services, including but not limited to the marketing strategy, brand positioning, communication planning, data analytics and digital strategy. The firm also works in the fields of video and content production, which position it particularly well in the current Indian market, given that the country is expecting unprecedented growth in its digital advertising segment.

India’s media & entertainment sector, in general, is expected to generate revenues of Rs. 8 trillion by as early as 2022, which offers a large market for the new firm to tap into. George – who will assume the role of Chairman & Managing Director – is joined in his venture by the former President & National Creative Director at Mullen Lintas, Shriram Iyer, who will act as Chief Creative & Content Officer.

His other two associates include former Executive Vice President at Lowe Lintas Rajiv Chatterjee – who will act as Chief Business Officer – and former Head of Marketing for Sports at Sony Pictures Networks India Srikanth Sarathy, who joins as Chief Operational Officer.

Commenting on the new venture, George said, “Tilt’s creative philosophy of “One Brand, Many Stories” is built on the belief that brands have, and need to tell, many stories...The assumption that one video asset will work across audiences, objectives, and platforms, is flawed. Content creation and production needs to be tailored to each platform and experience across all forms of video-based advertising and content – from commercials to long, short and very short format video content.”