11 April 2012 - 4:16pm | posted by | 1 comment

Tesco announces review of £110m brand communications account

Tesco announces review of £110m brand communications accountTesco 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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16 Apr 2012 - 16:14
Elly Woolston's picture

A brand revamp of Tesco is a long time coming. However, taking on a brand that currently has little grip with what it strives to stand for in the first place is a big task for any ad agency.

The ‘Every Little Helps’ campaign has failed to gauge the need for a balance between value for money and quality from the off. Tesco’s relentless focus on the Big Price Drop and its decision in February to drop its carbon footprint scheme shows the chain to be one that is focused on price and price alone. Furthermore, looking at the recent iPad debacle it seems not to be standing up to its ‘Every Little Helps’ slogan at all with a failure to admit responsibility or put any proper customer service strategy in place.

Tesco needs to lay out its values and beliefs for all to see and ensure this messaging is streamlined across all advertising and marketing activity. 'Every little helps' is probably one of the best known straplines in advertising history. Rather than completely scrapping it, the chosen agency would do well to redefine what this means to a public looking for genuine beliefs over quick-win price promotions.

Elly Woolston, client partner, {united}


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