Independent media planning and buying agency TCS Media has rebranded, with the agency now known as The Grove Media.

The move comes nearly two years after a management buyout of the company in which managing director David Price, director of online Ciaran Deering, and finance director Sean Guthrie became co-owners.

The rebrand was conducted by Mark Palmer of strategic brand consultancy Maverick Planet, with creative direction from London agency That’s Smashing.

Deering said: “We’re incredibly proud of what TCS Media, our partners, and our clients have achieved over the last 42 years.

But by working extremely closely with our clients and partners we’ve evolved as a company.”

The agency says the new brand will help underscore their heritage of close relationships with what they describe as “less corporate” clients, and the approach they call ‘Real World planning and buying’.

Price added: “99 per cent of advertisers spend £3 million or less in the UK, and that’s where we come in.

The Grove Media provides an antidote for those agile businesses [that] we feel the media agency world has deprioritised – businesses who need their creative and budget to work as hard as possible.

“Real World planning and buying isn’t easy – it’s about rolling your sleeves up, being passionate, being collaborative, and most of all, about understanding the real challenges and opportunities facing our clients, and how media can make a real difference to their business.”