Ruder Finn to Tout 300-Year-Old Twinings

BOSTON Twinings North America has tapped Ruder Finn as its lead public relations agency in the U.S., the agency confirmed.

“Ruder Finn impressed us with their knowledge of the tea market and the creativity of their concepts for such a significant anniversary,” said Michael Cobb, marketing director for Twinings North America in Clifton, N.J., in a statement. “Their relationships with key media and the team’s experience in the food and beverage industry will help increase awareness of Twinings as a leader in the tea arena. In addition, they have excellent experience delivering world-class corporate anniversary programs for a variety of clients.”

The agency won the business after a review of undisclosed contenders. Independent Ruder Finn’s New York headquarters will lead the account; the budget was not disclosed.

Initially, Ruder Finn will work on various programs—including tasting celebrations—to promote the specialty tea company’s 300th anniversary in 2006.

“We’re thrilled to work on such a quality, respected product as Twinings,” said Bob Seltzer, marketing practice leader and lead on the Twinings account at Ruder Finn. “The brand has a reputation as a tea expert, and part of our task will be to expand awareness of that reputation in the U.S. The opportunity to celebrate a company with such a long celebrated past doesn’t come along often; we can’t wait to get started.”