Global tea company Ekaterra initiates worldwide media scrutinizing post-Unilever acquisition deal
Ekaterra, the global tea company that owns iconic brands like Lipton, Pukka, PG Tips, Tazo, and Brooke Bond, is seeking a new media partner. The media review process, conducted by ID Comms, is currently underway, with a target of selecting a new partner by June this year.
The aim of the media review is to find a strategic partner with a digital-first mindset, who can support campaigns and investments across over 50 markets. The new media partner is expected to focus on digital strategies, reflecting Ekaterra's commitment to digital transformation.
The media review comes after Ekaterra's sale from its former parent company Unilever to CVC Capital Partners Fund VIII for approximately $5 billion (4.5 billion Euros) last November. The acquisition is still pending regulatory approval, which is expected around the same time as the intended media partner selection in June.
Once the regulatory approval is received, the new media partner will play a crucial role in Ekaterra's growth and expansion plans. With a strong digital focus, the new partner is expected to help Ekaterra leverage digital platforms to reach and engage with consumers across the world.
The search for a new media partner is part of Ekaterra's broader strategy to position itself as a leading player in the global tea market. The company's portfolio of iconic brands, combined with a strategic media partnership, is expected to drive growth and innovation in the tea industry.
As the media review process continues, Ekaterra remains committed to finding a partner that shares its vision and values, and can help the company achieve its ambitious growth plans. The new media partner is expected to bring fresh ideas and perspectives to Ekaterra's marketing and communications strategies, helping the company connect with consumers in new and exciting ways.
[1] Sources: BusinessWire, Ad Age, The Drum, Campaign Asia, Marketing Week, PR Newswire.
- Ekaterra, with an emphasized digital approach, is seeking a media partner who can assist in strategic investments across multiple markets, aiming to leverage digital platforms for global consumer engagement.
- In the wake of their $5 billion purchase by CVC Capital Partners Fund VIII, Ekaterra is looking for a media partner that aligns with their vision, capable of providing fresh ideas to connect with consumers, thereby aiding their ambitious growth plans in the tea industry, as demonstrated by their commitment to digital transformation.
