London—Feb. 9, 2012: Tata Global Beverages have completed their review of its UK Media Planning and buying for Tetley tea and other brands as part of its 2012 drive for increased marketing effectiveness and efficiency and have retained MediaVest as their media communications partner.
Three agencies were in the final pitches which took place last week : Manning Gottlieb OMD, MediaCom and the incumbent MediaVest. Walker Media opted out midway through the process.
The pitch was led by Adrian Mooney who joined Tata Global Beverages in September as the new Vice -President of Marketing UK, Ireland and Africa to lead the UK brand marketing team and was supported by Oystercatchers and TradeMark Management
He said-“All final pitch presentations were of a high order and gave exciting new ways of improving brand differentiation for Tetley. However, MediaVest delivered great insight and opportunity against our brief, delivering an all-round package which was a notch above the others. We congratulate them and look forward to a significant new level in our relationship.”
Steve Parker, Managing Director of MediaVest comments, “Tetley is a much loved brand and their ambition as a business is inspiring. We’re looking forward to working with them to achieve these ambitions and drive further media creativity and build on the digital leadership Tetley has already demonstrated. The Brand development work that we have been working on with Dare and Adrian Mooney's marketing team is category defining and will provide an innovative and engaging platform for delivering ambitious growth targets."
The announcement to retain MediaVest comes just a week after Tata Global Beverages signed a 50/50 joint venture with Starbucks, named TATA Starbucks Limited. The deal will see Starbucks enter the Indian market for the first time, with Starbucks retail stores, branded as Starbucks Coffee “A Tata Alliance”, scheduled to roll out across India in Autumn 2012. Last year Tata Global Beverages also signed a joint venture with Pepsi-Co, called NourishCo Beverages Ltd, focused on developing ‘good for you’ beverages in India.
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