Campaign India Agency Report Card: Interface

Type of agency: Advertising
Company ownership: IPG
Key personnel:Niteen Bhagwat, CEO; Joe Thaliath,COO

Accounts won: Mahindra & Mahindra Xylo
Accounts lost: None

A normal year for Interface. Solid and steady. Their relationship and work for Mahindra and Mahindra saw the agency gain another account in addition to the Scorpio and Bolero, the new multi-utility vehicle, Xylo.
Visible work included the commercial for ACT II Popcorn, a well-executed, simple idea that has gone down well with viewers and ad professionals alike. Awards eluded Interface, except for the recognition (a silver at Goafest) for an interactive campaign for Nanhi Kali, a movement for the girl child that is supported by the Mahindra Trust.
The big change at Interface is the time that Niteen Bhagwat will spend on Cogito, an important initiative for Draftfcb+Ulka. COO Joe Thaliath will be called upon much more than he was earlier. Interface stays low profile, losing no business during the year and growing business with existing clients.
Campaign Score:6

How INTERFACE rates itself: 8
Over 70% of the brands that Interface handles in India are clear market leaders! In categories as diverse as  SUVs, trucks, busses, tractors and 2-wheelers to fashion, buildings, cement, cooking oil, popcorn, ACs, condoms, insurance, retail and holidays. 
 Yet Interface takes pride in being small. Small means being lean and mean. Small means being nimble. Small means being accessible. Small means top management involvement in every aspect of brand leadership building.
This ‘small-BIG’ agency is 100% IPG owned. Naturally, it has access to global data, systems and learning. Which it brings to every aspect of the business: creative mass media, direct, interactive and even database management.