Alpha245 joins Unilever creative roster

Unilever has appointed Alpha245 as the creative agency for Lipton, without a pitch.

Alpha245 is tasked to develop local campaigns for the brand while aligning with the global brand direction.

"We chose Alpha245 because of its reputation," Victor Leow, brand manager, food and beverages of Unilever Malaysia, told A+M.

"We reviewed its past projects and they meet our expectations. The agency has the creativity that we're looking for."

The agency has already started working for a campaign called the Tea Twist, in partnership with the Asian Food Channel (AFC).

Tea Twist is the first tea-based original production showcasing the diverse tastes of Lipton Tea, which targets at Malaysian hot beverage consumers in general. The campaign will be rolled out in October.

Lipton's creative account was previously managed by NagaDBB.