Post bagging the Eveready media mandate, TME has made great strides in the Kolkata market. They have recently bagged two more major businesses – Tata Steel & Lafarge Cements. The wins of these three large clients in a short span has placed TME Kolkata among the leading media agencies in the city. The Tata Steel mandate was won based on a pitch where in Initiative Media, Media Directions & TME along with the incumbent Mindshare presented. The media mandate for Lafarge moved from the incumbent - Mindshare based on a presentation made by TME.
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 recalled that the Eveready media mandate too moved to TME earlier in the year on the same premise.
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. 2009 has been particularly great for us - we have signed up our 10th new business win this week!”
Besides the above mentioned accounts, TME has been signed up 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. TME has also been empanelled for Delhi Government’s Common Wealth Games campaign. |
