Premier Brands was on the verge of appointing a PR agency to
further boost the fortunes of its flagship tea brand, Typhoo, as PR Week
went to press.
Nexus Choat is understood to have emerged victorious following a
competitive pitch against incumbent Lyons Waddell and Charles Barker
BSMG. Nexus Choat managing director Keith Simpson said that he could
neither confirm nor deny an appointment as the agency was awaiting
notification. Simpson declined to make any further comment.
The account is thought to be worth a figure approaching pounds 200,000
in fee income with a total budget of over pounds 300,000.
Premier is keen to capitalise on the brand’s improved performance since
its relaunch last year, when it was reformulated, repackaged and
supported by a pounds 6 million advertising campaign. Typhoo achieved
over 20 per cent value growth through the relaunch.
Typhoo enjoys a rich history, as one of the UK’s longest established tea
brands, but has been keen to move away from the traditional image and
attract new and younger consumers.
Premier Brands marketing director Christopher Thomas was unavailable for