The Hindu Business Line : Interface Comm to focus on southern markets

THE IPG Group agency Interface Communications has decided to strengthen its operations in the South. After spreading its branches across Mumbai, Delhi and Chennai, the agency now intends to open its fourth branch in Bangalore.

Speaking to Business Line, Mr Niteen Bhagwat, Executive Director, Interface Communications, said, "We have decided to open a new branch in Bangalore in the last quarter of this year and focus on new areas such as IT, foods and apparel." The FCB Ulka-promoted agency hopes to capitalise on the rising number of companies, which are entering the apparel, IT and food markets in the South. Besides, the agency is planning to strengthen its strategic planning functions and is looking at restructuring its operations in the near future. "We are planning to strengthen our resources in strategic planning," says Mr Bhagwat. However, the agency does not want to diversify into new areas, especially in its below-the-line advertising business. "We are not looking at the diversification to get growth and apart from mass media, we will continue with our interactive and direct marketing activities, as these are already two strong disciplines within the agency." The agency plans to focus on its core business and is looking at growing organically. Mr Bhagwat said, "Today, we have huge strengths in construction and architectural products." The agency has been servicing more clients in the automotive and infrastructure sector such as Birla Cements, Mahindra & Mahindra and Goodlass Nerolac.In the recent past, it has added brands from Birla's cement stable such as Birla Plus and Birla Super. With a billing turnover of Rs 125 crore, Interface Communications has projected a growth rate of 35 per cent this year.