TME, Rediffusion Y& R's media agency, has bagged two new businesses of Tata Steel and Lafarge Cements. Both the accounts will be handled by the Kolkata branch. The Tata Steel account was awarded to TME after a pitch presentation involving other media agencies such as Initiative Media, Media Direction and Mindshare, while the mandate for Lafarge moved to TME after a presentation made by TME to the Lafarge team. The incumbent agency on both the accounts is Mindshare.
Divya Radhakrishnan, president, TME says that both accounts were awarded to TME as the team made use of market contact planning (MCP), which is a consumer connect strategy. MCP helps select the best media mix for a client. For example, a client may not actually require mass media but would need to focus more on BTL activities, and MCP helps the team at TME to chalk out a plan to suit the client's requirement.
Radhakrishnan adds, "More than the joy of winning the businesses, what is even more 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."
TME's recent account wins include 'Just for men', Thunderbolt Beer, MARC bathroom fittings and Eveready (which was also won by the Kolkata branch).
For the record, TME has offices in Delhi, Kolkata, Bengaluru and Chennai.