D'Arcy beats three to retain £5m Tetley Tea advertising

D'Arcy has been reappointed to the £5 million Tetley Tea

account after a final shootout against HHCL & Partners.

Partners BDDH and TBWA/London also pitched for the account, but left the

running last week. The review was conducted by Agency Assessments

International and overseen by Tetley's marketing director, Nigel


D'Arcy has held the Tetley account for more than 21 years - it won the

business as D'Arcy-MacManus Masius in 1979.

The review was called after Tetley decided that it needed a change in

its brand strategy as the tea market comes under pressure from growth

sectors such as fashionable coffee brands and the chocolate and malted

drinks sector.

It has been reported that Tetley will drop the iconic Tetley Teafolk in

favour of a more contemporary strategy. The Teafolk cartoon characters

have promoted Tetley since 1973. One possibility is advertising that

promotes the healthy benefits of tea.

Nigel Holland, the marketing director of Tetley, said: "I'm very

pleased. D'Arcy came up with a great idea."

Barry Cook, the managing director of D'Arcy, said: "Keeping Tetley was

immensely important to us. We knew it was going to be hard given the

quality of the list. That makes this victory all the sweeter."

Neither Cook nor Holland would confirm any plans to ditch the Teafolk,


The creative review did not affect MediaVest, which handles media

planning and buying for Tetley.

Tetley Tea was acquired last year by Tata Tea, India's largest tea

producer, for £271 million. It established Tata-Tetley as the

world's second largest tea company.