Taylor Nelson Sofres Rebrands

One of the world's largest market research companies, Taylor Nelson Sofres, has this week announced that it is bringing together all of its operations in 53 countries under a single brand, with immediate effect. As part of a major repositioning and rebranding exercise, Taylor Nelson Sofres will be renamed 'TNS', uniting a business which had previously supported many different corporate brands around the world.

The move reflects changes in the global market research industry and the way that businesses use market information. It is also intended to help TNS leverage the potential of the acquisitions made over the past few years and meet changing client needs. Mike Kirkham, CEO of TNS said: 'Leading multi-nationals increasingly need truly global market insight in order to make informed business decisions. For the past few years, TNS has been building its global network and strengthening its specialist sector expertise in order to meet these needs. Our network is now extensive and we are repositioning and rebranding to capitalise on our investment.'

'But this is more than just a logo and name change' Kirkham continued. '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.'

Chris Goard, Global Marketing Director, TNS explains: 'As the market research industry is evolving, decision-makers in organisations of all sizes are increasingly becoming overwhelmed with the amount of raw information now available to them from multiple sources. To flourish in this climate, market information companies need to be able to offer more than just statistics. We need to move towards a more consultative style, helping companies enhance their relationships with their customers and improve their business performance using the information and insight that we provide. With this in mind, we have created a strong brand which will support our initiatives effectively at all levels and in every market that we operate.'

The new brand has been developed by global brand consultancy Wolff Olins and is based on the concept of being 'the sixth sense of business'. It reflects the company's ability to provide market insight, intelligence and advice to clients and not just information, data and research. It is aimed to further unite the company and clearly differentiate TNS from its peers.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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