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The Red Brick Road gets longer run with Tesco

My spies tell me that The Red Brick Road, the agency that resigned £110m Tesco, has been asked to continue on the account to Christmas instead of the original termination date of October.

What this says about the whole pitch process, including the decision to review the account in the first place, I know not.

Maybe Tesco is just being sensible and ensuring an agency that knows what’s what is working on the business in the key Christmas period, likely to be even more of a make-or-break for UK retailers this year, most specifically Tesco CEO Phil Clarke who’s promised mutinous shareholders that they’ll see an improvement in Tesco’s fortunes in 2012.

TRBR boss Paul Hammersley now has to sell this to his staff, half of whom were expecting to be made redundant. Presumably they still will be, after toiling through the 24/7 Christmas period.

Tesco has disclosed a shortlist of JWT, VCCP, TBWA (including TBWA Manchester, the Co-op’s former agency) and dark horse Wieden+Kennedy for the account. TRBR being asked to stay on a bit longer suggests this pitch process will be protracted.

It’s a shame TRBR and departing creative boss Paul Weinberger never got the chance to work on a proper new brand campaign for Tesco. Its Queen’s Diamond Jubilee ad for the retailer provides a tantalising glimpse of what it’s capable of.
Tesco Jubilee ad

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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