Tesco announces review of £110m brand communications account

Tesco has today announced a review of its brand communications, valued at £110m.

Incumbent agency The Red Brick Road will pitch for the brand communications activity while continuing to work on trade communications.

Matt Atkinson, Tesco group marketing and digital officer, said: “We really value the work The Red Brick Road has done for us and will continue to do on our trade communications, which represents a major part of our marketing work.

“During the time we have worked with The Red Brick Road the way brands and consumers engage has changed and it seems to be a good opportunity for us both to step back and take a fresh look.”

The review will be handled by Oystercatchers, and comes as the retailer aims to improve its customer offering, with a change to its Value range packaging being revealed last week.

Paul Hammersley, managing partner at The Red Brick Road, added: “We completely respect Tesco's decision to review their needs at the brand level at this time of great change for their business but obviously believe that we have all the resources and thinking they need here under one roof.”

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