Twinings, the speciality tea company, is searching for a sales and marketing director to replace Ian Dewar, who is retiring at the end of the year.
The arrival of a new marketing director will put the company’s advertising agencies on alert. Mitchell Patterson Grime Mitchell handles the &£500,000 advertising business and was appointed four years ago by Dewar. Media buying is split between two agencies. John Ayling & Associates handles television buying, after picking up the business from Equinox Communications, which is still respo
nsible for buying press ads (MW January 10).
The company was founded in 1706 and was bought by Associated British Foods in 1964. Last year, the range had its first packaging revamp in almost 20 years, which was created by design agency Springetts. Although the black and gold design has been retained, the packs have been made more colourful and now carry tea guides, which give a description of the tea’s origin. At the same time as the revamp, three new blends – Chai, Keemun and decaffeinated English Tea – were introduced to the range.
Earlier this month, the company launched an on-pack promotion offering free tea-bag holders, called Pocket Packs. The introduction of the packs is to encourage greater consumption of its teas at work.