Tesco’s chief executive Dave Lewis has confirmed the beleaguered supermarket chain has appointed two companies, BBH and Blue Rubicon, to work with the group’s leadership to rebuild trust in the brand. It is no longer working with Wieden+Kennedy.
He 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 chief executive 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.”
It comes a day after Asda made a number of changes to its management team to ready itself for “one of the toughest years for retailers in the UK”.