Sydney’s Independent shop The Works has taken the Tetley tea brand to Sydney in a competitive pitch, pulling the account from Clemenger BBDO Melbourne.
The competitive pitch involved three unnamed agencies and has seen The Works replace incumbents Clemenger BBDO Melbourne as lead creative agency who did not compete in the pitch.
The Works have already started working with Tetley ahead of a marketing push this year.
The account is the second Melbourne-based client for The Works following the agency’s appointment to EnergyAustralia in July last year.
Damian Pincus, creative partner and co-founder of The Works, said: “The Tetley brand is in an exciting phase of its growth and it’s great to be working with a client who has such a great focus and ambition.
“Our ability to work across NPD, strategy, communication planning and creative, coupled with our focus on delivering sales results will be utilised by the Tetley team."
As well as integrated brand communications The Works’ team will assist in product development for Tetley.
Gale McLardie, marketing manager for Tetley, added: “The Works impressed us with their thinking and focus on delivering work that drives results. We’re looking forward to working with them to further grow the Tetley brand.”
Tetley was founded in England in 1837. In 2000 it was acquired by one of India’s largest business conglomerates The Tata Group.