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Resurgent Tesco launches free Clubcard TV

New(ish) Tesco CEO Phil Clarke is wasting no time in applying his boot to the ample rear of complacent old Tesco and the hitherto struggling retailer’s marketing seems to be increasingly his focus.

Last year he moved the ad account from The Red Brick Road (virtually its in-house agency) to Wieden+Kennedy and he’s also shaken up the company’s hitherto rather ineffectual marketing department.

Now the company is launching Clubcard TV, a free rival to the likes of Lovefilm and Netflix, which will launch with content from Warner Brothers, Endemol and Aardman among others.

To use the new service viewers will have to log in with their Clubcard details, which should boost Clubcard numbers as well as demonstrate to advertisers that the channel’s audience is inclined to buy their brands.

It’s a neat idea. It will remind some of the ill-fated Tesco TV which closed a few years ago after failing to wow customers in the aisles and attract much advertising. But Clubcard TV, on the face of it, looks a much more enticing option.

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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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