08.02.12
Starcom MediaVest Group has been awarded the £4m media planning and buying business for Tata Global Beverages brand Tetley tea in a final shoot out between the Publicis-owned agency, MediaCom and Manning Gottlieb OMD.
Walker Media had pulled out of the earlier stages of the pitch, which was announced in January.
Adrian Mooney, who was appointed vice-president of marketing for the UK, Ireland and South Africa at Tata Global Beverages in September, led the pitch.
It was conducted in partnership with intermediaries Oystercatchers and TradeMark Management.
Mooney previously worked with Walker Media during a stint as the interim marketing manager at cereal brand Weetabix, one of the agency's clients.
MediaCom's sister agencies Maxus, Mindshare and MEC are understood to have been involved in earlier chemistry meetings, which finally returned the business to the incumbent.
Creative duties on the Tetley brand are handled by Dare, which is unaffected by the review of its media account.
Tata Global Beverages acquired the Tetley brand in 2000 for £271m from Schroder Ventures and PPM Ventures, the private equity firms.