EXCLUSIVE: Smart has won a competitive pitch to work on the Twinings tea brand.
AdNews understands that Smart began working with Twinings several weeks ago, although the agency has not yet been officially placed on a roster.
The move fits into the broader appointment of Naked Communications in 2010.
Naked Melbourne was appointed as lead agency for AB Foods & Beverages, which owns brands like Twinings, Ovaltine and Jarrah.
The agency was also enlisted to help the company appoint other agencies on a project-by-project basis, based on the requirements of individual brands.
AB Food & Beverages marketing director Will Ursell said that the company would be increasing its marketing budget from around $3 million a year to about $5 million a year, and that a significant portion of that spend would be allocated to Twinings.
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