Interface strengthens strategic planning, ropes in ACNielsen’s Abhijeet Patwardhan

Interface Communications is looking towards investing more in its strategic planning function, both in terms of people as well as the depth of its offerings. For one, the agency plans to hire more people for its strategic planning cell, and it has begun by getting Abhijeet Patwardhan, former associate director of ACNielsen, who will now head Interface’s planning function as strategic planning director.

Niteen Bhagwat, executive director, Interface Communications, says, “Over the next six months, we will increase the strength of our planning team by 40 per cent. We will also invest heavily in Blue Sky research and in developing proprietary databases for our clients.”

With reference to Blue Sky research, Interface will conduct more studies which will be category and consumer behaviour specific, rather than client/brand specific. In addition, databases will be expanded as well as refined in a more detailed manner to suit client needs.

Interface will also concentrate on insight mining for sectors such as automotives, interiors and constructions, as it has clients such as Mahindra Tractors, Mahindra Auto, Blue Star, Grasim Cement and Birla White Cement.

Interface will continue using its global tools such as Mind & Mood, Icon and VIP.

Patwardhan brings with him 11 years of experience in the market research industry. He began his MR career in B2B research in IMRB, where he worked for close to six years. After that, he moved on to ACNielsen, where he built up expertise in the area of brand equity and advertising research.

He was one of the members of the ‘Winsights’ cell set up within ACNielsen with the task of taking research to the natural next step ahead of adding value through strategic planning for key accounts.

“Interface has always believed in building strong partnerships. Strengthening our planning function will be a step ahead in providing value-added brand-building solutions to our clients,” adds Bhagwat.

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