MUMBAI: With an expanded focus in the digital space, The Media Edge (TME), Rediffusion Y&R‘s media planning arm, has appointed Uma Sivakumar as national digital head.

Sivakumar joins TME from Tribal DDB (Mudra Group) where she was heading online media for the last four years. 
 
Said TME president Divya Radhakrishnan, "With the evolution of media consumption, digital has become a key focus area across the portfolio of brands that we manage. So far, we were working with external partners to deliver digital solutions. However, we felt the need to get the expertise in-house and with Uma leading this role I am confident that our digital solutions are going to live up to TME‘s brand promise of delivering OTX (Opportunity to Experience) through our process of market contact planning." 
 
Sivakumar has also worked with Interactions, the interactive division of GroupM and has handled the digital business of a wide range of clients such as Times Business Solutions, Reliance group, LIC, Citibank, Volkswagon, HSBC and Godrej. 
 
Says Sivakumar, "What excites me is the opportunity to work with the diverse and interesting bouquet of clients of the group. My responsibility will be to provide a digital media orientation within the agency as well as to all our clients."