Twinings invites agencies to pitch for digital business

LONDON - Twinings has kicked off a review of its digital advertising account, and has approached digital and advertising agencies to pitch for the business.

Twinings...looking for digital agency
Twinings...looking for digital agency

The process is in its early stages, with a formal pitch expected in October.

It is not known whether the incumbent on the business, Play, will defend the account.

The agency, part of the M&C Saatchi group, has handled digital advertising for Twinings since 2006, when it was hired to redesign its website.

It subsequently launched a global site in 2007, promoting the tea brand's 300-year heritage.

The successful agency will be briefed to produce online ad campaigns that will seek to improve Twinings' market share.

The tea is the sixth-most-popular hot beverage brand in the UK, according to TNS Worldpanel figures published this month, with sales up 9 per cent year on year.

The digital review comes shortly after Twinings completed its five-month advertising review by splitting the £4 million account between the three pitching agencies.

Adam & Eve was handed the Everyday Teas account, Abbott Mead Vickers BBDO took on the advertising for its speciality teas, and WCRS won the Options and Ovaltine task.