While Tata Consultancy Services—reportedly negotiating to buy Interpublic Group’s digital agency and consultant R/GA—is based in India, its biggest market is North America, which is still expanding. 

In June it opened an innovation lab in Cincinnati, which it has dubbed the “Bringing Life To Things Lab.”  

According to the company, the 3,000 square-foot lab is designed to support the rapid prototyping, experimentation, and large-scale implementation of AI, GenAI, and IoT engineering solutions for clients.  

TCS has 20 offices and nearly 50,000 employees in the U.S. and Canada and clients that include dozens of major retail and insurance companies, among others.  

Much of its work is devoted to digital transformation and like others it is investing heavily in artificial intelligence.  

Last month it announced the launch of a platform, “WisdomNext,” that the firm says can compare GenAI models and tools across cloud services in a single unified interface allowing clients to accelerate AI adoption at scale. 

And it’s also been an Adobe “Premiere Partner” since 2015, enabling TCS clients to leverage Adobe’s Marketing Platform and allowing them to design and execute customized strategies and integrated marketing campaigns. 

The company is also recognized as a top-50 global brand, by the 2024 Kantar BrandZ Most Valuable Global Brands report, which indicates that TCS’ brand value grew 7% over the last year to $44.79 billion. 

A successful bid for R/GA would punctuate how serious a player the firm intends to be in the global marketing and advertising industry.