Revolver beats incumbent to run Tetley brand PR brief

Revolver Communications has been appointed by Tetley to handle its

brand PR following a review of the company's marketing strategy.

The agency won the six-figure fee account via a four-way pitch

understood to have included incumbent Biss Lancaster.

Revolver joint managing and creative director Martin Ballantine,

together with account director Trudi Smith, will run the account,

reporting to Tetley group brand manager Adrian Sandy.

'The PR programme will see us doing things radically differently from

Tetley's competitors, seeking to energise the brand,' Ballantine


Tetley is owned by major Indian conglomerate Tata, and is a leading

brand in the UK market, worth some £530m in annual sales.

Worldwide, the company produces approximately 20 billion tea bags per


Tetley GB marketing director Nigel Holland said the decision to review

its PR operation was part of an overall re-examination of business and

future aims.

He said: 'We have been working with Biss Lancaster for many years and

have enjoyed a good working relationship with them. The decision to move

the PR task from them in no way reflects on the work they have done to

date. However, we feel Revolver's insights into our business are akin to

our own.'

Tetley was taken over by Tata Tea - a subsidiary of one of India's

largest quoted companies - in March 2000. The Tetley group was

originally created in 1995 when investors bought out the beverage

business of conglomerate Allied Domecq.

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