Campaign India Agency Report Card: TME

Campaign India Team, 18 December, 2008

Mumbai

Type of agency: Media
Company ownership: Rediffusion Y&R
Key personnel: Divya Radhakrishnan, president, Bhavna Jha, Delhi head
Accounts won: Colors, DuPont, Indian Overseas Bank, FTK Technologies, Sleepwell, Triveni Media
Accounts lost: IOCL

One of the most significant news out of TME in 2008, Rediffusion’s media arm, was the movement of Anupriya Acharya who decided to move on and relocate to Singapore. In the three years that she spent at TME, Acharya built it around the proposition of ‘customised solutions.’ Divya Radhakrishnan, who took over from Acharya has been building on the strong base set up by her predecessor.

In the five months that she has been the president of TME, Radhakrishnan has managed to rope in Colors and DuPont as two big clients while signing on a number of local accounts such as Indian Overseas Bank and Sleepwell.

Some of the other key launches managed by TME in 2008 were: Himalayan Mineral Water; Tata Group; Tata Nano unveiling; Delhi Daredevils IPL team and Parle 20-20 biscuits.

Roll-out of TME’s indigenously developed web-enabled tool-deck, developed in collaboration with rediff.com, brought an edge to its planning process. TME 360 degree, launched during Acharya’s era, made further inroads into areas of in-film integrations, content integration on TV and new activation point development.

Campaign Score: 7

How TME (THE MEDIA EDGE) rates itself: 8

Post the new avatar of TME that was launched in April 2007, TME navigated 2008, taking the premise of “Customised solutions” to greater heights. The client base for TME grew by 36% in 2008. This was from a 49% conversion of the total pitches made during the year. Huge growth were notched by the Delhi and Bangalore TME teams as well, thus, strengthening our regional focus. TME added business worth Rs 200 crore to its kitty in 2008. Our indigenously developed tool-deck not only has strategy tools but also implementation, productivity and evaluation tools. This enables smoothening the day-day implementation woes. Our non-traditional media division had a phenomenal 180% business growth in 2008, with more and more client realising the potential of this segment of communication delivery.