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TME bags Tata Steel & Lafarge media mandates; acc size Rs 30 crore

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TME bags Tata Steel & Lafarge media mandates; acc size Rs 30 crore

Having pocketed the Eveready media mandate a while ago, TME is on a roll in the Kolkata market. Tata Steel & Lafarge Cements are the latest wins to be added to their list. |The actual account size could not be officially ascertained. However, according to industry sources, the cumulative size of both the wins is upwards of Rs 30 crore. Mindshare is the incumbent agency on both these businesses.

Initiative Media, Media Directions and TME along with the incumbent Mindshare took part in the pitch.

Confirming the development, Divya Radhakrishnan, President, TME, said, “More than the joy of winning the businesses, what is further exciting for us is the recognition of our view of managing the media business led by the Market Contact Planning process rather than traditional media planning. This year has been particularly great for us - we have signed up our 10th new business win this week.”

These businesses were awarded to TME on the premise of its innovative proposition of ‘Market Contact Planning’ as opposed to media planning. Market Contact Planning is a consumer connect strategy developed by TME which is based on the fact that creating a media plan is very often restricted by the nature of the medium and it capability to deliver communication in its restrictive format.

It may be noted that the Eveready media mandate too moved to TME earlier in the year on the same premise.

In addition to these accounts, TME has been roped in to manage market planning for: Combe International’s entry in the Indian market with the hair colour brand ‘Just for men’, Thunderbolt beer, MARC bathroom fittings and SOIL.

The agency has also been empanelled for Delhi Government’s Common Wealth Games campaign.

TME is the media agency from the Rediffusion – Y&R group. The agency handles a host of client including Colgate Palmolive, Parle Products, Tata Motors, Taj Group of Hotels, Eveready Batteries, Elder Pharma among others. Headquartered in Mumbai, TME has offices in Delhi, Kolkata, Bangalore and Chennai.


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