Tesco hires ad agency Bartle Bogle Hegarty in latest consultancy change

Tesco has announced another major change in its consultancy agency roster under the leadership of new CEO Dave Lewis with the appointment of Bartle Bogle Hegarty (BBH) as its ad agency, replacing Wieden+Kennedy.

Tesco: Shake-up in agency roster under new CEO Dave Lewis
Tesco: Shake-up in agency roster under new CEO Dave Lewis

It follows Tesco’s decision, revealed last week by PRWeek, to hire Blue Rubicon to advise on achieving a 'reputation turnaround'.

BBH said its appointment means it has to sever ties with rival supermarket group Waitrose, with which it has worked since 2011. PRWeek’s sister title Campaign reports that Tesco’s ad business is worth £110m.

The news follows last week’s announcement of a major relaunch, with the decision to close many of its large out-of-town stores to concentrate on more profitable smaller local outlets.

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.

"Blue Rubicon is a proven adviser to boards around the world on corporate and brand turnarounds. It will lead on reputation strategy, positioning and reputation campaigning headed by founder Fraser Hardie.

"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 its creative contribution to the Tesco brand and the professionalism with which it is managing this transition."

Tesco confirmed that Brunswick would remain as its financial PR adviser.

Neil Munn, CEO BBH Group, said: "A unique opportunity has presented itself with Tesco and we are looking forward to working with Dave Lewis and his team. This has meant that we have had to part company with Waitrose."

Rupert Thomas, marketing director of Waitrose, said: "BBH has done a wonderful job for us and we wish it well for the future. We're now going to take some time to think creatively about our approach."

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