AMV beat Agency Republic and an undisclosed specialist digital shop to land the business. It is understood that the incumbent agency, Play, which is part of the M&C Saatchi group, was not involved in the pitch.
Play had worked on the digital advertising account since 2006, when it was hired to redesign its website.
AMV will work on digital strategy for the tea brand, and is expected to launch an online campaign next year. Digital communications will include websites, e-commerce and e-CRM programmes.
The win strengthens AMV's position on the Twinings roster, after it secured the advertising business for Twinings' speciality teas following a review of the company's advertising roster.
That pitch, which concluded in August, saw the account split three ways, with WCRS and Adam & Eve also securing portions of the business.