Tesco appoints Periscopix to boost online sales performance
Tesco has appointed performance marketing agency Periscopix, a Merkle company, to manage its paid search campaigns in UK and Ireland for its main Tesco grocery brand as well as its Tesco Mobile, F&F and Tesco Direct brands.
Periscopix was appointed to manage the campaign by Tesco based on the strength of its analytics relationship with Tesco and the high quality data driven work that it has delivered for the brand in the past.
The 12-month campaign will be spearheaded by Emma Welland, head of search at Periscopix, with work is expected to kick off this week. The agency will be utilising Google’s DoubleClick platform and its own in-house systems to deliver results for the brands. Google recently appointed Periscopix as one of its UK channel partners for its DoubleClick platform to support UK brands looking to increase their use of the DoubleClick online advertising platform.
The Tesco win comes shortly after Periscopix became Legal & General’s paid search and programmatic display agency, working alongside WPP-agencies, JWT and Wunderman, and a month after Tesco moved its £90m above-the-line advertising account into fellow WPP-owned agency, Mediacom.
Speaking of the appointment of Periscopix, Niall Walsh, head of performance marketing at Tesco, said: "We are delighted to be expanding our partnership with Periscopix. They have demonstrated themselves to be real industry innovators with an approach and culture that we felt was a great fit for Tesco and our ambitions in the channel."
Periscopix senior vice president Marc Warren, added: “This is another major brand - like Legal and General - that has appointed Periscopix and WPP to work with a digital specialist agency to manage this increasingly complex and specialised market.
"We are thrilled to further develop our relationship with Tesco and this is a tremendously exciting opportunity for Periscopix, a Merkle company. Maximising the performance of Tesco’s search spend will be a hugely complex, dynamic and daunting project – exactly the type of huge challenge that our search superstars thrive on! We would like to thank Niall and his team for the trust they have shown in appointing Periscopix and look forward to strengthening the relationship between the two companies even further.”
Periscopix, which employs more than 120 people in London, was recently acquired by the large US-based performance marketing agency Merkle, which has 14 offices across the US and employs 2,700 staff. Periscopix is the first of a series of international acquisitions being planned by Merkle in order to support its clients as they expand globally.
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