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TME undergoes re-branding; takes ‘customised solutions’ route

16-April-2007
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TME undergoes re-branding; takes ‘customised solutions’ route

The Media Edge has a new proposition for its clients – to offer customised solutions. Keeping in line with this, the agency has redefined its brand identity to reflect the new thinking.

An official communiqué quoted: “TME brand was launched in India as a media independent from the Rediffusion DY&R stable in 1999. In these seven years, the organisation has gone from strength to strength, and currently handles clients and brands, many of which are market leaders like Colgate, Parle, Taj, DHL, LIC and so on.”

The agency believes that with the industry becoming increasingly competitive, the number of players in most industries is only growing by the day, be it FMCG, durables, financial companies, retail, realty, or even media products like channels, publications and Internet sites. “Fragmentation is a universal truth and the concept of the ‘long tail’ is becoming a reality,” said Anupriya Acharya, President, TME.

Therefore, there are many clients in the market that have similar market shares, but very different products, customer segment focus and positioning. This has given rise to the need for agency partners that can help in giving solutions specific to the client’s requirement. One size surely is no longer fitting all. “Acknowledging this fast emerging reality, coupled with all its strengths, TME articulates its sharply defined proposition as ‘customised solutions’,” Acharya said.

The new mantra is to customise the media solution for the client and use different strokes for different folks. The communiqué quoted: “Customisation at TME is both at a market level as well as client level.”

At a market level, TME, in partnership with Rediff.com, has developed media tools that specifically cater to the Indian market and take into account the parameters and dimensions that govern this market. At the client level, there are tools that address specific brand needs and help generate unique solutions for each brand. Additionally, the organisation structure that TME has put together is such that it allows itself to focus on the client’s specific needs and pulls in resources as per the requirements.

“In line with this proposition of ‘customised solutions’, TME’s new identity is based on an extremely creative and befitting concept — Origami — the Japanese paper art, where one can make innumerable forms, all of which emerge from the same starting point: a perfectly square piece of paper,” said Acharya.

Some of the key clients of TME include Colgate Palmolive, Indian Oil Corporation, LIC, Parle, Taj, Yahoo, Tata Motors, DHL, Bacardi, Travelocity, Bank of Maharashtra, Videocon, Budweiser, Heinz, Wyeth, Go Air and Religare.

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