Media Edge forms innovations unit

The Media Edge is the latest agency to assign a dedicated team to embrace the concept of ’total communication’.

The Media Edge is the latest agency to assign a dedicated team to

embrace the concept of ’total communication’.



Martin Thomas, a director of the Young & Rubicam-owned international

agency, has become managing director of the new innovations division,

called TME 360.



Thomas said TME 360 had been created in response to the increased

fragmentation of television, which is forcing agencies to look beyond

the 30-second TV ad.



Before joining The Media Edge last year, Thomas was managing director of

public relations and sponsorship agency Cohn & Wolfe.



He will provide cross-media training to existing staff in order to

transform The Media Edge into a ’total communication business’.



Thomas will also act as a consultant to clients that want to know more

about alternative media options, such as PR and direct marketing.



Thomas said he had conducted broad research into the value of a range of

media.



His is currently working on an international project for Kraft Europe’s

Kenco.



Thomas said The Media Edge would plough Kenco’s media budget into

creating ’brand experiences’ like Nike Town, which he believes is a

’powerful media vehicle’.



He predicted the outfit would be equipped to act as a total

communication consultancy within two years. He added that it would

produce around half the agency’s revenue, up from 15 per cent. The

remainder will come from traditional planning and buying.



TME 360 is based in The Media Edge’s European headquarters in London but

is planning to house at least one representative in each of the offices

in its network, which extends across Europe, the Middle East and

Africa.



James Sykes and Damion Thompson will assist Thomas.



Sykes was previously a brand planner at Young & Rubicam. Thompson joins

from the marketing arm of the same creative agency, where he was an

associate director on the Absolut account.



Thomas said he was looking to hire two or three people more in his new

division.



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