NEW YORK BrandBuzz has landed creative duties on the Twinings tea account after a review, the agency confirmed. Billings were not disclosed, but sources pegged the value at about $5 million.
The New York-based BrandBuzz, a unit of WPP Group's Young & Rubicam Brands, bested two undisclosed shops to land the business, said sources. Besides traditional advertising, BrandBuzz also will handle promotional efforts, the shop said.
Past U.S. marketing efforts for Twinings, which is owned by Associated British Foods in London, have been limited. Indeed, Nielsen Monitor-Plus recorded less than $1 million in major media spending on the brand in each of the past five years.
Other BrandBuzz clients include Absolut Spirits Co. (Danzka Vodka, Plymouth Gin), Cadbury Schweppes Americas Beverages (promotional efforts for Schweppes, Sunkist) and LG (mobile phones).