Tata calls media pitch for group's India businesses

MUMBAI: Following the decision to shelve a group media pitch in June this year, Tata Group divisions have begun to decentralise their media buying assignments (Media, August 13). The US$40 million group account was previously handled by The Media Edge (TME) since December 2001, but a spate of realignments and pitches are currently underway. "They have decided that the concept - which was started on an experimental basis - did pay dividends, but was not working for all the companies," said TME president Divya Gupta. "We respect their intelligence."