MediaVest beats Zenith to newly centralised Tetley teabags task

MediaVest has scooped the pounds 8.3 million centralised media planning and buying task for Tetley GB after a two-way shoot-out with the media buying incumbent, Zenith Media.

MediaVest has scooped the pounds 8.3 million centralised media

planning and buying task for Tetley GB after a two-way shoot-out with

the media buying incumbent, Zenith Media.



The media account was previously split between Zenith on the buying

side, while MediaVest has handled the media planning since the

mid-80s.



The two incumbents went head to head for the centralised task earlier

this month and MediaVest was handed the combined business this week. The

agency officially takes on the Tetley account on Friday.



The decision to centralise into a single media agency is part of a

strategy by Tetley designed to generate maximum efficiencies across all

of its advertising activity. Pooling media planning and buying is seen

as a key step towards improving the return on advertising investment

across the Tetley portfolio.



Nigel Holland, Tetley GB’s director of marketing, said: ’As the number

one teabag brand, it is important for us to keep pace with the changing

media landscape.’



The account combines media spend across generic Tetley tea advertising

and specific work for the Tetley teabag range; the bulk of the spend is

behind the teabags - pounds 6 million in 1998, according to Media

Monitoring Services. Tetley accounts for 20.6 per cent of the UK

market.



According to Tim Armes, the client services director of MediaVest, the

centralisation ’is an extension of the relationship that exists between

Tetley and MediaVest’.



MediaVest’s sister creative agency, D’Arcy, is the incumbent on Tetley’s

creative account and there are no plans to review the creative business.



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