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
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
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
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.