- One of the great names of the media buying industry will become history next month when TMD Carat changes its name to simply Carat.
The rebranding exercise is designed to underline Carat as a cohesive international network and "a major force within the global communications industry."
TMD Carat and TMD Carat Manchester become Carat and Carat Manchester, TMD Direct becomes Carat Direct and Carat UK becomes Carat Group UK.
The name change affects most Carat UK companies apart from BBJ Media Services, in which Carat has a majority stake, and Posterscope. Other divisions already take the Carat branding, such as Carat Business and Carat Insight.
The new identity takes effect from 1 June, when most of the UK Carat companies will come together under one roof in London's Parker Street. The rebranding and the move will be promoted in a press ad campaign launching this week.
Ray Kelly, the chairman and chief executive of Carat UK, said: "It's sad to see the TMD name disappear, but things move on and we have to reflect the network identity as more and more clients are seeking a global solution. We're proud of our heritage, but its the logical thing to do."
TMD, one of the UK's first independent media specialists, launched as The Media Department in 197X. It was bought out by Aegis, Carat's holding company, in 19XX, changing its name to TMD Carat in the early 90s. The Carat network now has global billings of over US$8 billion.
Also this week, Kelly announced the appointment of a new managing director for TMD Carat Manchester to replace the late Martin Conry, who died at the end of last year.
Kelly has recruited Terry Cole from the UK's largest independent produce wholesaler, Mack in Birmingham. Cole, who joins the agency this week, has a background in sales and marketing for companies including Unilever, Wilkinson Sword and Wella.
Kelly said: "I was extremely impressed by Terry's strong leadership and motivational skills. His background means he will take a fresh perspective and really drive the business forward."