MUMBAI, June 9 -- As the advertising industry navigates the challenges of project-based billing, the rise of in-house creative teams, and tightening profit margins, MullenLowe Lintas Group India is undergoing a significant transformation. The 86-year-old agency, led by group chief executive officer (CEO) S. Subramanyeswar (Subbu), is moving away from its traditional full-service model to embrace an "ecosystemized" approach.

"This isn't a business of one-agency-does-it-all anymore," Subbu tells Mint. "The future is about win-win partnerships where everyone is a participant-and a beneficiary."

Rather than trying to own every function across media, data, content and tech, the company now focuses on orchestrating outcomes through strategic ...