Unilever has consolidated all of its Lipton Tea business under Omnicom Group’s DDB Worldwide.
In addition, DDB Worldwide’s Tribal DDB has been named as Lipton’s first, global digital agency of record.
Unilever shifted the U.S. portion of the Lipton business away from WPP Group’s JWT in late 2004. About a year later, the European business also moved to DDB Worldwide. Yesterday’s announcement brought the rest of the international business under the leadership of DDB Worldwide, a source close to the arrangement said.
There was no review, according to published reports.
DDB has partnered with the global Lipton team over the past three years, starting with the 2005 U.S. repositioning themed “Lipton Tea Can Do That” from DDB New York, the agency said.
The strong results generated by ‘Lipton Tea Can Do That’ suggested it was time to unite the fast growing brand under a single, global strategy with a full communications partner,” Didier Dallemagne, senior vice president of Unilever, Global Beverages, said in a statement. “DDB’s strategic and co-creative approach to our business issues has been a good fit with our brand vision for Lipton Tea.”
The agency also works on other Unilever brands, including Knorr.
Lipton is a key brand within the Unilever portfolio, generating more than $3 billion in annual sales, DDB said.
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