Global tea manufacturer Ekaterra initiates international media review post-sale to Unilever
Ekaterra Launches Global Media Review in Search of Digital-First Strategic Partner
Ekaterra, the global tea company that owns beloved brands such as Lipton, Pukka, PG Tips, Tazo, and Brooke Bond, has initiated a comprehensive media review aimed at finding a new media partner. The search is scheduled to conclude by June 2021, coinciding with the anticipated regulatory approval for Ekaterra's acquisition by CVC Capital Partners Fund VIII.
The selected media partner will play a crucial role in executing Ekaterra's digital campaigns, offering strategic support for the company's global operations. Ekaterra is not limiting its search to traditional media partners, but is also considering digital-first agencies that can align with its business objectives and strategies.
ID Comms has been appointed to conduct the media review, and the company is seeking a "strategic partner" with a "digital-first mindset." The chosen partner is expected to support campaigns and investments across more than 50 markets.
The media partner selected will be instrumental in Ekaterra's digital campaigns, a key focus for the company following its sale from Unilever in November 2020 for approximately $5 billion (4.5 billion Euros). The new partner will need to demonstrate a strong focus on digital strategies to help Ekaterra navigate the ever-evolving digital landscape.
While the new media partner for Ekaterra has not been explicitly identified in the search results, the company is clear about its goals. Ekaterra is looking for a partner that can offer strategic support for its global operations and align with its business objectives and strategies.
As the media review process continues, Ekaterra encourages interested parties to stay tuned for updates. For the most accurate and timely information, it is recommended to check Ekaterra’s official press releases or recent industry news updates.
The global tea company, Ekaterra, is seeking a strategic partner with a digital-first mindset, who will offer vital support for executing its digital campaigns and align with its business objectives and strategies in light of its recent $5 billion investment following its sale from Unilever. This potential partner will be expected to provide strategic support for Ekaterra's global operations across more than 50 markets.
ID Comms, the appointed firm for the media review, will prioritize finding a partner that can help Ekaterra navigate the ever-evolving digital landscape and support the company's investments in capital and finance as it grows its business.
