Lintas Media Group (LMG) has created Lintas Initiative Media, a full service media and digital arm and has named Sudha Natrajan as its chief executive officer (CEO). She has also been appointed to the board of Lintas Initiative Outdoor, the wholly-owned out of home subsidiary of the Lintas Media Group (LMG), known as Aaren Initiative before the acquisition. Natarajan has been has been promoted to this position and prior to the promotion, she was deputy CEO, LMG.

Lynn de Souza, chairman and CEO, Lintas Media Group, says, "Natrajan has been an indelible part of LMG's growth story for over a decade. She has moved from strength to strength, and built many strong relations with our clients, and the industry at large. There could not be a better point for me to make this announcement than now, as both LMG and Sudha are poised for our next step."

"In this new digitally advanced world, it has become imperative for both media agencies and clients to redefine themselves constantly. My challenge is to ensure that Lintas Initiative Media is one of the most futuristic agencies in India," says Natrajan.