PG Tips has named Ogilvy-owned New Commercial Arts as its lead creative and strategy agency.
The tea brand, owned by Lipton Teas and Infusions, chose the agency via a competitive pitch, which was run internally.
PG Tips has tasked the agency with developing a new creative platform and 360 campaign featuring the brand’s rebranded product and packaging.
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Its media agency for the campaign is PHD and its social agency is The Romans.
New Commercial Arts marketing director Hannah White said: “PG Tips is one of those brands you dream about working on. It’s a true British icon with so much potential; we cannot wait to bring NCA’s ambition and creative might to the brand and get to work with their brilliant team.”
Lipton Teas and Infusions UK and Ireland CMO Elle Barker said: “We’re absolutely thrilled to be working with NCA. Their innovative approach and fresh ideas perfectly align with PG Tips’ commitment to bringing a refreshing perspective to every cup.
“We’re confident this partnership will help us craft even more exciting and engaging campaigns that resonate with our fans and continue to strengthen our brand’s 100-year legacy to take us into the next chapter in our story.”
