Tea conglomerate Ekaterra has hired PHD as its inaugural media agency following the business’ spin-off from Unilever and acquisition by venture capitalists.
Campaign understands the final choice was a shootout between PHD and UM.
Ekaterra is the world’s largest tea business, operating in 42 markets. Its brands include PG Tips, Lipton, Pukka and T2, and it spends an estimated €70m (£59m) on media each year.
Unilever completed the sale of its tea division to a CVC Capital Partners fund this month, but had called a global media review, working with ID comms, earlier this year.
Ekaterra’s portfolio generated global revenues of about €2bn in 2020, across 11 production factories on fou
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