Tesco appoints two agencies in turnaround plan
15 January 2015
Tesco chief executive, Dave Lewis, today (15 January) confirmed the appointment of two companies – BBH and Blue Rubicon – to work with the group’s leadership on its turnaround strategy.
Lewis said: “We are assembling a small team of world class advisers to work on the turnaround of our reputation and brand. BBH is an outstanding creative agency with an exceptional track record. It will focus on advertising and customer relationship marketing led by CEO, Neil Munn.”
Meanwhile he described Blue Rubicon as “a proven adviser to boards around the world on corporate and brand turnarounds” and said “it will lead on reputation strategy, positioning and reputation campaigning headed by founder Fraser Hardie”. Brunswick will remain as financial PR adviser to Tesco.
Commenting on the new additions, Lewis added: “Both businesses will play a central role as Tesco reconnects with customers and rebuilds trust in the brand in the coming years. I would like to thank Wieden+Kennedy for their creative contribution to the Tesco brand and the professionalism with which they are managing this transition.”