BRANDING: Rebranding reflects added depth at TNS

"We want to be portrayed in four areas - fresh, unexpected, bold and vibrant. The cube shape primarily portrays depth and understanding. Vibrancy and freshness come out in the pink colour," said Grant Bertoli, managing director of TNS in Singapore.

The new branding is meant to reflect the company's ability to provide insight, intelligence and advice beyond just information, data and research.

"Clients don't just want data and research. What clients want is to know what's going on. The insight, intelligence and advice," Bertoli said.

TNS' chief executive officer Mark Kirkham said: "This is more than just a logo and name change. It reflects an innovative way of thinking about what we can offer businesses and how we work with our clients.

"It is no longer sufficient to provide clients with data and statistics alone. We are increasingly acting as market information advisors, using the in-depth research and market knowledge that we have to provide informed insight and strategic business advice."

The rebranding exercise, was prompted by the company's expansion in the Asia-Pacific region, largely through acquisitions.

It took about 18 months to develop by global brand consultancy Wolff Olins.

"Our vision is to lead the market research industry and to become a truly global network having consistent and comparable methodology around the world," said Bertoli.

The group reported a global turnover of US$925 million for 2002.

In Asia-Pacific, turnover was $80 million, of which seven per cent was generated in Singapore.

While the group was performing above budget in the first quarter, it would have to re-evaluate the situation if it was to achieve its forecast of six to eight per cent growth in Asia in light of the current economic downturn, Bertoli said.

The fastest-growing sector for TNS at the moment is healthcare and a degree of growth is also registered in the information technology, telecommunications, automotive, consumer and media sectors.