Mother won the business after a two-way pitch against the incumbent, DDB London.
DDB has handled the account since the brand was created in 1930. In its incarnations as Davidson Pearce, and later BMP, the agency created the long-running chimps ads.
Following pressure from animal welfare groups, the PG Tips chimps were dropped in 2002 in favour of the T-Birds, a campaign focusing on a household of birds.
Mother has been charged with creating a brand campaign to break after PG Tips' World Cup promotion. The latter will run in summer and is the final work for the brand to be created by DDB.
PG Tips is the second piece of Unilever business to move to Mother this year. In January, the agency took Pot Noodle from United London. It also had a place on the Unilever roster with I Can't Believe It's Not Butter.
Katya Walters, the PG Tips brand development director, said: "After five years of the much-loved T-Birds ads, it was felt we needed a new campaign with broader appeal."
DDB remains on the Unilever roster.
- Comment, page 52.
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