Twinings Tea has appointed Leo Burnett as its creative agency in Asia Pacific to support its growth plans across the region. The agency has been tasked with the creative business across eight markets –including China, Taiwan, Hong Kong, Malaysia, Singapore, Thailand, Indonesia, and the Philippines – initially.
The appointment, which follows a structured and disciplined pan-regional competitive pitch that began in early January this year, also marks the first time that Twinings have appointed an agency of record in Asia Pacific.
Will Ursell, Twinings Brand Development Director, Asia said,” We made the decision based on our belief that Leo Burnett really understands what we’re trying to do, their passion for our brand and an indication of the great creative work to come.”
“We are deeply impressed by Twinings aspirations for the region which are in line with what we, as a creative agency, hope to achieve for an iconic brand like Twinings”, said Jaroslaw Ziebinski, President of Leo Burnett Asia Pacific. “It is a great joy to have the opportunity to partner with a brand that is so aligned with our beliefs and humankind approach to marketing; we are looking forward to embarking on this exciting journey with our new client.”
Robert Kay, Managing Director of Leo Burnett Malaysia, who will be leading the business said, “Twinings is a great brand, rich in heritage with a strong belief in the growth potential of Asia. Will and his team have been a pleasure to work with during the pitch process; we now look forward to a partnership that builds the Twinings brand based on shared views on the power of creativity to change behaviour.”
The appointment is immediate and the first work from Leo Burnett for the brand is expected within the next few months.