PG Tips Appoints New Commercial Arts as Lead Creative and Strategic Agency

PG Tips has appointed New Commercial Arts as the lead creative and strategic agency.

The fabric of the nation tea brand, which is owned by LIPTON Teas and Infusions, has held a competitive pitch for a new UK creative and strategic agency. The process was run internally. 

New Commercial Arts, which became part of Ogilvy Group UK in September, won the iconic brand from incumbent The Calling. The agency was tasked with developing a new creative platform and full 360 campaign, featuring the brand’s revamped product and packaging.

The media agency is PHD and PR & Social Agency is The Romans.

Hannah White, MD, New Commercial Arts, said, “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.”

Elle Barker, UK&I CMO, Lipton Teas & Infusions, 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."