The Media Edge (TME), the media planning and buying specialist under the WPP Group, has unveiled a new logo and a new business proposition — ‘customised solutions’.
MUMBAI: The Media Edge (TME), the media planning and buying specialist under the WPP Group, has unveiled a new logo and a new business proposition — ‘customised solutions’. Since the time the agency was launched in 1999, they have been using the global logo.
The new logo that the agency is launching is in lines with the theme of origami, the Japanese paper art form. On peach-coloured square paper, marked with dotted lines as in a typical Origami paper, the name TME appears in white at one corner.
Says Anuprita Acharya, president, TME: “Like origami starts with a simple piece of square paper, depending on one’s skill they can make anything out of it.” In sync with its proposition of `customised solutions’, TME’s new identity is based on the premise that one can make innumerable forms and solutions. all of which emerge from the same starting point - a perfectly square piece of paper. In 2006, TME total capitalised billings were about Rs 600 crore and this year projections are Rs 750-800 crore. Key TME clients are Colgate, Parle, Taj, DHL, LIC, etc.
Acharya explains, “With the world becoming increasingly competitive, the number of players in most industries is only increasing by the day, be it FMCG, durables, financial companies, retail, etc. Fragmentation is a universal truth and the concept of the ‘long tail’ is becoming a reality.
Therefore there are many clients in the market, products such as soaps, then television shows that have similar market shares, but very different product, customer segment focus and positioning. And with this is arising 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.’’
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