Media agency TMS reverts to former name and plots growth through branded content

January 29, 2015 1:12

One of Australia’s biggest independent media agencies TMS is returning to its old name The Media Store, Mumbrella can reveal.

The agency is focussing on a major branded content play, with CEO Chris Mort claiming 20 per cent of revenue is now coming from content creation rather than traditional media planning and buying.

Mort explained the decision to return to a name which the agency had for 14 years, before changing to TMS in 2011, saying: “I believe a brand name should reflect one of three things: the heritage, the desired attitude or personality or the category that you work in. I don’t believe TMS did any of those things.

“The Media Store was still synonymous with the agency – where it carried that name for 14 years – it was time to go back to it and gain more memorability about what we do.”

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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5 COMMENTS

Adam 29 Jan 15

I’m sure they also got sick of being confused with TNS (Research). Same issue MCM Media had with MCn….. no doubt part of their recent rebrand to Authentic Entertainment. Smart move by both.

P-Dog 29 Jan 15

@ Adam except that The Media Shop launched in Aus last year.

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WE 29 Jan 15

I’m not sure the name change does much to explain their focus on Branded Content and nor does this article

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BH 30 Jan 15

Who did the re-brand?

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Jo 6 Feb 15

@BH Pixel Demon

http://pixeldemon.com.au/