BBH London | Agency Profile, Contacts, AOR, Client Relationships
|Main Telephone||020 7734 1677|
|Main Fax||020 7437 3666|
BBH London Contacts
|Neil M.||Global Chief Executive Officer||London|
Sample of Associated Brands
|Ben F.||Chief Executive Officer - UK||London|
|Richard A.||Head, Display Production & Partner||London|
|Radhika R.||Chief Finance Officer||London|
|Lindsay N.||Chief Digital Officer||London|
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Predicted Media Opp: Tesco launches campaign following year of changes in favour of consumers
Predicted Media Opp: With all the agency switches, DV said back in May that readers could “expect a lot of spending and campaigning, potentially involving a rebrand”. This has indeed come to pass.
Tesco’s first major campaign with BBH was seen on UK tellies this past weekend, as the retailer seeks to focus more on its consumers following a massive restructure over the past year. Tesco is bringing back its “Every Little Helps” tagline, highlighting several in-store revamps made in favour of improving the customer experience shopping experience for customers.
The supermarket has also thrown sponsorship in the mix, bringing in Gavin and Stacey star, Ruth Jones, as well as comedian Ben Miller as campaign ambassadors new campaign. Price cuts and the price-matching Brand Guarantee will be the major focuses of the ad. Year-old CEO Dave Lewis has been quite vocal about the need for Tesco put the customer first in its operations strategies, and this new campaign will support these views.
Other recent changes include the company bringing on SapientNitro to handle its £15m advertising, digital and social media business for Tesco Mobile. The account was previously held by Wieden & Kennedy Amsterdam. Remember that Tesco is one brand we accurately predicted changing agencies, both creative and media, back in March, respectively.
Subject: TV, Press, In-Store, Event Marketing, Outdoor, Digital, Mobile.
Company: Tesco – a multinational grocery and general merchandise retailer. The company's stores sell various products to its customers including, food & beverage, electronics, personal care items, clothes, banking and insurance products.
Opportunity (Periscopix in July to manage paid search campaigns in the UK and Ireland for the main Tesco grocery brand as well as the Tesco Mobile, F&F and Tesco Direct brands. The contract will last for 12 months.
The agency has worked with Tesco in the past, and the analytics relationship between the two has already been established. Note that Periscopix was just acquired by large US-based performance marketing agency Merkle in May.
Tesco still has room for growth in its mobile advertising. From January to date, Tesco has published 219 standard display ads with 3,676 publishers (only 1% of which were mobile), according to Moat.
Of these, 92% of these ads were purchased directly through the publisher. Peak spending times were in January and February and via weather, large paper, portal and media sites, so expect similar trends in 2016.
For the full year to date, peak spending was in October, the end of November and mid-February. There was also more of a focus on technology publishers in the full year time frame.
Accounts on the Move: Tesco's Initiative Media London Limited.
The agency switches followed new chairman, following Richard Broadbent's decision to step down.
Decision Makers on the Move: In June, Tesco hired Mr. Edmond Mesrobian as its new CTO, who joined from Expedia.
At the end of April, Tesco hired former Barclays brand boss Michelle McEttrick to the role of group brand director. This came in the midst of a restructure of the executive management team which saw CMO Jill Easterbrook replaced by Ms. Robin Terrell as chief customer officer.
This was the second time in half a year that Tesco's CMO changed. Mr. John Allan joined the Board and was appointed Chairman on 1 March.
In February, Tesco named a new CEO, Matt Davies from Halford Group plc, effective 1st June. Further changes include the departure of David Hobbs as group business planning and strategy director, the interim leadership of UK operations by Dave Lewis and the appointment of Mr. Jason Tarry as head of commercial, UK.
Media Spend: Tesco spent £100.3m last year, down from £116.3m in total measure media in 2013, according to Nielsen. Thus far in 2015, the company has spent £29.9m; each quarter has seen a decrease in spend comaker to the same periods in 2014. TV, Press, Outdoor and Direct Mail have continually received the majority of Tesco’s annual marketing budget.
Agency Relationships: Brunswick holds the financial PR advisor account.
New Tesco House, 18 Delamare Road, Cheshunt, Hertfordshire, EN8 9SL, 01992 632 222
Ms. Robin Terrell
Chief Customer Officer
Ms. Michelle McEttrick
Group Brand Director
Mr. Niall Walsh
Head of Performance Marketing