Daily Research News Online no. 5107 - Lowden Sets Out New Approach for TNS

Lowden Sets Out New Approach for TNS

January 30 2006

Incoming TNS Chief Executive David Lowden has announced a new focus for the company's future strategy, based on 'knowledge of the client's business and where the client wants to go', rather than mere response to research requests. There are new roles for Stephen Factor and Mike Penford and a new three-region global structure.

Factor will head the newly formed Consumer sector, while Penford takes on the new role of Director for Global Sales and Development.

The announcement of the new strategy, aimed at delivering improved business insights to clients, follows news earlier this month that the company was experiencing decreased demand for custom research in the US and limited growth for its European custom services (www.mrweb.com/drno/news5041.htm ).

Lowden told DRNO today that he has spent the last few months talking to key clients across Asia, Europe and America about their research needs. 'Clients have increasingly complex research requirements as they face real challenges about how to grow their business. FMCG companies in Europe and America, for example, are experiencing price competition, high advertising costs, media fragmentation and a saturated market.'

The result is that they want more business insight from research firms, says Lowden. 'The challenge for TNS is delivering insight to clients - looking at clients' research issues and providing not just information but insight into how to make better business decisions. We need to have knowledge of the client's business and where the client wants to go, rather than just responding to a particular research request.'

The recent appointment of Pedro Ros as MD for Global Clients and Sectors is designed to build expertise across the TNS custom research network in the consumer, technology, automotive, healthcare, finance, and political and social sectors. Within each sector, the company will develop 'partnership accounts' with key clients.

The new strategy focuses on offering innovative research services, based on an understanding of clients' needs and building on a range of different research approaches. Lowden uses the example of the company's recently announced project for World Cup sponsors (www.mrweb.com/drno/news5046.htm ), which aims to combine advertising expenditure research with consumer behaviour information.

The company also aims to invest more in training its people, and is creating an Academy to develop research and sales capabilities.

The company will be organised around three regions: North America, Europe and a third which includes three sub regions: Asia Pacific, Latin America and the Middle East and Africa (AP, LA, MEA). Bruno Hoetzel will take on the new role of MD for Europe while Jamie Hall will have the responsibility for leading AP, LA, MEA, markets. Trevor Richards becomes Managing Director of the company's UK and Ireland custom business.

In addition to the changes in its custom research offerings, Lowden says the company remains committed to its syndicated Worldpanel services, and will continue to pursue advertising monitoring opportunities through its Media Intelligence division as well as developing its TV and radio audience measurement services.

Lowden concludes that the 'new organisational structure will help drive us towards our goal of being recognised as market information's global leader in delivering value added information and insights that help our clients make more effective business decisions'.

The company is online at www.tns-global.com