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Ekaterra’s media account goes to PHD in new global appointment

Ekaterra has appointed PHD globally to deliver integrated media strategies, planning and buying duties across its suite of tea brands, including Lipton, PG Tips, Pukka and T2, effective from August this year.

Formerly a division under Unilever, the new appointment comes as Unilever’s sale of its tea business to CVC Capital Partners Fund VIII for €4.5 billion (AUD$6,643,049,184) on a cash-free, debt-free basis, was completed earlier this month.

Commenting 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, T2 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.”

Mark Jarrett PHD Group CEO Australia said: “We’re excited to be teaming up with some fantastic brands, some with a 100+ year heritage and some newer challengers in the ekaterra portfolio”

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.”

The appointment follows recent wins by PHD Australia, including Celebrity Cruises, Swisse and the Brisbane Festival.

In May this year, Publicis Groupe media firm Zenith was selected to manage media for ekaterra brands Lipton and Pukka locally. Commenting on whether the Zenith appointment would impact PHD’s remit, a PHD said in an official statement:

“We can confirm this account win encompasses all brands within the ekaterra portfolio. PHD Australia will be responsible for all media strategy, planning and buying.”

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