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The Leading Edge Drops Aussie Web Suffix
Choosing a moment when its home nation is presumably in upbeat mood (we're sorry we mentioned the cricket), strategic consultancy The Leading Edge (TLE) has dropped the .au from the end of its main domain name. The move reflects its evolution from an Australian-focused firm into an Australian-based international company.
TLE will now promote itself via www.theleadingedge.com , reflecting its growing international presence, and the old www.theleadingedge.com.au will point to the new site. The firm says international work now accounts for over one third of revenue.
'Whilst Australia is still our heartland we have found a growing demand for our offer around the world and now either work in, or have client relationships in, over 30 different countries' says joint CEO Mark Sundquist. 'Additionally, with our Singapore office opening up new opportunities across the Asia Region and other overseas offices planned in the next couple of years, it made sense for us all to be on one global platform for internet, client extranets and email.'
TLE, one of the best known Australian agencies, was established in 1990 and describes itself as an insight based strategic consultancy. It currently has offices in Sydney, Melbourne and Singapore.
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