Ekaterra has appointed PHD globally to provide integrated media strategies, planning and buying tasks across its range of tea brands, including Lipton, PG Tips, Pukka and T2, effective August of This year.
Formerly a division of Unilever, the new appointment comes as Unilever sells its tea business to CVC Capital Partners Fund VIII for €4.5 billion (AUD 6,643,049,184) on a cash-free and debt-free basis. , was finalized earlier this month.
Commenting on the appointment, Aparna Sundaresh, Director of Marketing and Digital at ekaterra, said, “I am thrilled to join the talented team at PHD in our journey to develop a world of wellness.
“Our iconic tea brands like Lipton, PG Tips, Pukka, T2 and many more have deep cultural resonance. I look forward to bringing the power of these brands into every home through agile, efficient and innovative media thinking. »
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Mark Jarrett PHD Group, CEO Australia, said: “We are delighted to partner with some fantastic brands, some with a heritage of over 100 years and new challengers in the ekaterra portfolio”
Philippa Brown, WW CEO, PHD, said, “PHD is thrilled to be working with ekaterra. We enjoyed our interactions with the entire team and found the process to be collaborative, transparent and expertly managed. We’re excited to help brands get a disproportionate share of the spotlight as we strive to achieve sustainable and consistent growth over the next few years.
The nomination follows recent wins from PHD Australia, including Celebrity Cruises, Swisse and the Brisbane Festival.
In May this year, media company Publicis Groupe Zenith was selected to locally manage media for the ekaterra Lipton and Pukka brands. Commenting on whether Zenith’s appointment would impact PHD’s tenure, a PHD said in an official statement:
“We can confirm that this account win encompasses all brands in ekaterra’s portfolio. PHD Australia will be responsible for all media strategy, planning and buying.
