Ekaterra, the world’s largest tea business, has appointed PHD to manage its global media activity. The new partnership will see PHD deliver integrated media strategies, planning, and buying duties for all Ekaterra brands in over 40 markets.

Ekaterra’s core brands include Lipton, PG Tips, Pukka, TAZO, T2, and Brooke Bond as well as several local brands. PHD, an Omnicom Group agency, wins the account after a 4-month pitch against several competitive players.

Key to the win was the strength of PHD’s strategic approach, agile and digital-first mindset along with its proprietary planning platform – Omni – which has been customized to the needs of Ekaterra covering strategy, workflow, investment setting, and audience planning.

On the appointment, Aparna Sundaresh, chief marketing, and digital officer at Ekaterra, said, “I am delighted to partner with the talented team at PHD on our journey to grow a world of well-being. Our iconic tea brands like Lipton, PG Tips, Pukka, and many more have deep cultural resonance. I look forward to bringing the power of these brands into every household through agile, effective, and innovative media thinking.”

Commenting on the announcement, Philippa Brown, WW CEO, PHD, said, “PHD is thrilled at the prospect of working with Ekaterra. We have enjoyed our interactions with the entire team and found the process collaborative, transparent, and expertly managed. We are excited to help the brands achieve a disproportionate share of attention as we work to achieve sustainable and consistent growth over the coming years.”

“This was an exciting pitch that saw the team make leaps in their approach to customized strategic planning. We focused on how strong rigorous media planning, combined with science, can unite Ekaterra through our Omni marketing solution. We are delighted to have the opportunity to grow their exciting brand portfolio in the region and beyond,” adds CEO of PHD MENA, Luca Allam.

Whilst the transition plans will kick in from August, implementation will begin in September 2022.