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Production agency Tag waits on BBH and Tesco

Giant production agency Tag is waiting to hear what exactly its role will be in the new world of Tesco and freshly-appointed creative agency BBH. Tag boss Peter Zillig emphatically refutes an earlier version of this story saying that Tag had been given six months’ notice by Tesco.
Tesco hypermarket in Streatham

Production arrangements, though, will inevitably be influenced by the views of BBH. Tag worked with former agency Wieden+Kennedy on the heavy lifting local and offer ads for Tesco, which make up a huge proportion of any big retailer’s business.

BBH may or may not be planning to keep this stuff in-house. But it will need to expand considerably to do so. The agency has already announced plans to launch an in-house fast production arm and has set up a bespoke CRM business as a consequence of keeping the BA business last year in a protracted pitch against Sapient Nitro.

It’s also, apparently, going to take space in Welwyn Garden City, which is where, funnily enough, new Tesco CEO Dave Lewis is planning to move Tesco’s HQ.

So maybe this could be the home of a new BBH/Tesco production department. Not usual BBH territory but the world is changing…it’s up the A1 guys and turn left.

Publicis Groupe, which now owns BBH, has an in-house production arm called Prodigious. Whether or not this amounts to more than a press release and a rather naff name, we know not.

Meanwhile, adland is agog about where Waitrose, resigned by BBH to take on Tesco, might land.

Before it moved to BBH it was planning to move to Now, the agency set up by Mark Lund, who has since departed to head McCann in the UK. The deal fell through because one of the creatives involved decided to join JWT instead.

The other creative, Ken Hoggins, is a creative director on Waitrose at BBH. But now, of course, he isn’t. Not on Waitrose, anyway.

So..interesting. There’ll be lots of chats between production agencies and creative agencies before the Waitrose issue is resolved. And maybe even some with Tesco.

This is an amended version of an earlier story.

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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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