Lipton Teas & Infusions brand PG Tips is set for a major marketing shake-up following the appointment of New Commercial Arts as its lead agency just eight months after it launched a new brand platform.
NCA, which became part of Ogilvy Group UK in September, won the account from incumbent The Calling in a competitive pitch, handled in-house.
However, The Calling had only launched the brand’s first TV campaign in eight years in May last year.
The 70-second spot featuring Top Boy star Ashley Walters was directed by Oscar-winning filmmaker Steve McQueen and was backed by outdoor and digital activity, as well as merchandise, including the “Rock Solid” mug that appeared in the film.
Even so, it seems the client now wants a complete change of direction and has tasked NCA with developing a new creative platform and full 360 campaign, featuring the brand’s revamped product and packaging.
PG Tips has been made in Manchester since the 1930s, but it is fair to say that over the years, its advertising – including the classic talking chimp family “The Tipps” and the Johnny Vegas-inspired “Monkey” – has become nearly as famous as its brand itself.
The appointment follows that of social and PR agency Romans in November; media is handled by is PHD.
Lipton Teas & Infusions UK&I chief marketing officer 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.”
NCA managing director Hannah White added: “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.”
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