Marketing Featured ANZ

Daresay named social agency of record for Tata Consumer’s tea brand

Sydney, Australia – Daresay, a social agency that is also a sister agency of Capgemini’s The Works, has been recently appointed by Tata Consumer Products as its social media agency for its brand Good Earth Teas, following a competitive pitch against four other agencies.

The appointment comes after the tea brand recently launched a new range of herbal teas across their social media.

“Daresay really understands the brand and how we want to bring it to life in this market. Their social media and content credentials, combined with their experience within the FMCG space makes them a great partner for us and this important brand launch,” said Micaela Pinkerton, senior brand manager at Tata Consumer Products.

In addition to their recent account win, Daresay has been also appointed by the NSW Department of Education for its Vocational Education and Training (VET) program. The agency will produce a video content series to demonstrate how vocational education and training can lead to a dream career and financial stability.

Regarding the appointment of the Department of Education, “Daresay’s response stood out as one that will resonate with our audience and we’re looking forward to seeing it come to life. Daresay’s experience of working in the government and education space and their understanding on how to best engage our target audience was also a positive,” said Eduardo Carvallo Carrera, senior marketing and social media project officer of NSW Department of Education.

Speaking about the account wins, Will Allen, managing partner at Daresay, commented, “We welcome the Good Earth Tea brand to the agency and can’t wait to help launch it in Australia. I’m also pleased that our relationship with the Department of Education continues to grow and we have the opportunity to flex our creative smarts once again to highlight the benefits of the VET program.”