Global tea manufacturer Ekaterra initiates worldwide media overhaul post Unilever acquisition
Ekaterra Launches Global Media Review for Digital-First Approach
Ekaterra, the global tea company that owns iconic brands such as Lipton, Pukka, PG Tips, Tazo, and Brooke Bond, has announced a global media review. The aim is to find a strategic partner with a strong digital focus, capable of supporting Ekaterra's digital-first approach.
Following its sale from Unilever to CVC Capital Partners Fund VIII for approximately $5 billion (4.5 billion Euros) in November last year, Ekaterra is now seeking a media partner that can offer a digital-centric mindset for its global operations.
The new media partner is expected to collaborate on campaigns and investments in various markets, supporting Ekaterra's digital marketing efforts across over 50 markets. The strategic partner will play a significant role in Ekaterra's digital marketing efforts, helping to drive growth and innovation in the rapidly evolving tea industry.
The review's objective includes finding a partner that can support digital-centric strategies, with a "digital-first mindset." Ekaterra is looking for a media partner that can offer a strategic partnership, capable of delivering results in today's digital-first world.
The acquisition of Ekaterra by CVC Capital Partners Fund VIII is expected to receive regulatory approval around the same time as the media partner selection in June this year. The identity of the new media partner remains unspecified at this time, with more recent or specialized sources needed to determine this information accurately.
Ekaterra's global media review marks an exciting new chapter in the company's history, as it continues to innovate and grow in the tea industry. With a strong focus on digital strategies, Ekaterra is well-positioned to meet the changing needs of consumers around the world.
Ekaterra, in its strategic bid to expand its digital presence, is searching for a media partner with a robust digital-centric philosophy to collaborate on investments in various markets and aid its digital marketing efforts across over 50 markets. The chosen partner will significantly contribute to Ekaterra's digital marketing strategies, helping drive growth and innovation in the tea industry, within the broader context of finance and business.
