Tesco appoints brand turnaround agencies

15th January 2015

Tesco chief executive Dave Lewis

Tesco has appointed two high profile creative agencies to help it better understand its customers, revive its branding and improve its communications.

The troubled supermarket giant has appointed Blue Rubicon, a consultancy that provides strategic direction for brands, developing more integrated communications strategies to improve the reputations of clients such as 02, Eurostar and property group Land Securities.

Advertising agency BBH has also been approached to focus on advertising and customer relationship marketing, replacing Wieden & Kennedy.

Tesco Extra Broadstairs

“We are assembling a small team of world class advisers to work on the turnaround of our reputation and brand,” says Tesco chief executive Dave Lewis. “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,” adds Lewis. “It will lead on reputation strategy, positioning and reputation campaigning, headed by founder Fraser Hardie.”

Lewis adds that “Both businesses will play a central role as Tesco reconnects with customers and rebuild trust in the brand in the coming years.”