Global tea manufacturer Ekaterra initiates worldwide media evaluation post Unilever transaction
Ekaterra, the tea company that owns several well-known brands such as Lipton, Pukka, PG Tips, Tazo, and Brooke Bond, has initiated a global media review. The aim is to find a strategic media partner with a digital-first mindset, who will play a significant role in Ekaterra's marketing strategy and support digital-focused campaigns and investments across over 50 markets.
The media review, being conducted by ID Comms, is part of Ekaterra's strategic direction following its sale from Unilever to CVC Capital Partners Fund VIII for approximately $5 billion (4.5 billion Euros) in November 2020. The acquisition is subject to regulatory approval, which is expected around the same time as the new media partner is chosen (June 2021).
The new media partner is not limited to traditional media outlets. The company is looking for a partner that aligns with Ekaterra's digital strategy and can support the investments the tea company is planning to make. The strategic partner sought by Ekaterra is expected to have a significant role in its marketing strategy and will be instrumental in driving digital growth.
The media review process is geared towards finding a partner that can support Ekaterra's digital strategy and help the company achieve its long-term goals. The new media partner is expected to be chosen by June 2021, aligning with the anticipated regulatory approval of the acquisition by CVC Capital Partners Fund VIII.
At the moment, the identity of the new media partner for Ekaterra is not disclosed. To find out more about the new media partner, we recommend checking recent official press releases from Ekaterra or CVC Capital Partners or media industry news sources.
The media review is not just about finding a new media partner, but also about supporting Ekaterra's investments. The company is planning to make significant investments in digital marketing and the new media partner will play a crucial role in helping Ekaterra execute these plans effectively.
In conclusion, Ekaterra has launched a global media review to find a strategic media partner with a digital-first mindset. The new media partner is expected to be chosen by June 2021 and will play a significant role in Ekaterra's marketing strategy, supporting digital-focused campaigns and investments across over 50 markets. The identity of the new media partner is not disclosed at the moment, but we will keep you updated as more information becomes available.
The media review, part of Ekaterra's strategic direction since its sale to CVC Capital Partners Fund VIII, is not only aimed at finding a new media partner, but also at supporting the company's significant investments in digital marketing. The strategic media partner sought by Ekaterra, expected to be chosen by June 2021, will play a vital role in driving digital growth and aligning with Ekaterra's digital strategy, especially in finance, industry, and business sectors.
