Mumbai, India – FCB Interface, one of the creative agencies under the FCB Group in India, has announced a new chief strategy officer – ex-MullenLowe Lintas Aditi Patwardhan. The agency said the new appointment is part of its reorganisation towards becoming “future-ready” and “providing strategic partnership to its clients.”
Patwardhan is a brand and business builder with 25 years of solid marketing and advertising experience. She’s had stints in Leo Burnett, and was most recently an executive director at MullenLowe Lintas. She has partnered with global brands for multinationals like Unilever, P&G, Whisper, Fair & Lovely, Pureit, Knorr, Kissan & McDonald’s and her marketing stints include DCW Home Products, International Bestfoods, Dabur India and Mattel. Having been on both sides of the table, she is well versed in the intricacies of business and the pressures of P&L.
Speaking on the appointment, Robby Mathew, vice chairman and chief creative officer of FCB Interface, said, “With Aditi on board, I look forward to some scintillating work emanating from razor-sharp strategy.”
Adding, Joe Thaliath, vice chairman & CEO of FCB Interface, said, “Really excited to welcome Aditi onboard. Aditi is a strong believer and practitioner of media-agnostic solutions to real problems. Her well-rounded experience and expertise is indeed a perfect fit to lead the agency in its next phase of growth! We look forward to creating inspiring Never Finished brand building stories with Aditi at the helm.”
On joining the FCB family, Patwardhan said that the agency’s strong strategy fundamentals and client partnerships made for a natural fit, but that it’s the strong solutioning focus of the much awarded ideas like the ‘Punishing Signal’ that excites her the most, which are at the confluence of “human truths, problem-solving & technology.”
“I look forward to the mandate of taking the momentum to next level and sharpening the strategy offering. We are in process of building a powerhouse planning team which offers clients multidisciplinary competencies. Powered by the strong philosophy of Brand Bedrock and a suite of tools that have proven results within the network,” said Patwardhan.
The campaign ‘Punishing Signal’ is FCB Interface’s 2020 campaign with the Mumbai traffic police which aimed to address the problem of noise pollution on the city’s roads.