Last week we were delighted to receive the news that, following a 4-month pitch, PHD had been appointed to manage the global media activity for ekaterra, the world’s largest tea business.
PHD will deliver integrated media strategies, planning and buying duties for all ekaterra brands in 40+ markets, including here in the UK.
ekaterra’s core brands include Lipton, PG Tips, Pukka and TAZO.
On the appointment, Aparna Sundaresh, chief marketing and digital officer, ekaterra, said: “I am delighted to partner with the talented team at PHD on our journey to grow a world of well-being. Our iconic tea brands like Lipton, PG Tips, Pukka and many more have deep cultural resonance. I look forward to bringing the power of these brands into every household through agile, effective, and innovative media thinking.”
Philippa Brown, WW CEO, PHD, said: “PHD is thrilled at the prospect of working with ekaterra. We have enjoyed our interactions with the entire team and found the process collaborative, transparent and expertly managed. We are excited to help the brands achieve a disproportionate share of attention as we work to achieve sustainable and consistent growth over the coming years.”
Transition begins in August, implementation begins in September 2022. We can’t wait to get started.
