Beale's best in show: Twinings (Lowe)

Monday 26 May 2008 00:00 BST

It's not always obvious why an ad agency loses an account. But often it is. A glance at the ads they're producing is often evidence enough of the client's rationale.

In the case of Twinings and its agency Lowe, the work might well have been the reason Twinings decided to call a pitch a couple of months ago.

You might remember the unendearing television ads starring the otherwise marvellous Stephen Fry. The strategy had been inherited from Twinings' previous agency, Leagas Delaney, so Lowe wasn't entirely to blame.

Anyway, Lowe declined to repitch for the Twinings account, so the tea company will soon be getting a new advertising partner.

In the meantime, Lowe has actually just unveiled some very elegant press and poster ads for the brand that might give the Twinings client a twinge of regret.

The agency's swansong for the brand is a series of ads in the best tradition of Lowe's print work: clean, crisp, with real impact and a wonderful simplicity.

There's a series of them, photographed by Sophie Broadbridge, and each shows a tea bag full of lovely, natural things like flowers and bits of fruit. Mouthwatering. It's such an obvious idea, but then the best ones are. Twinings' new agency will have a difficult job to better these.

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