Subscriber login Close [x]
remember me
You are not logged in.

Tesco turns to advertising and management gurus to help rebuild brand's reputation

Published:  15 January, 2015

Tesco is bringing in organisation transformation firm Blue Rubicon and the advertising agency that Sir John Hegarty helped found, Bartle Bogle Hegarty (BBH), to work with the company's leadership team in an effort to help turn the struggling retailer around.

Tesco is bringing in organisation transformation firm Blue Rubicon and the advertising agency that Sir John Hegarty help found, Bartle Bogle Hegarty (BBH), to work with the company's leadership team in an effort to help turn the struggling retailer around.

Dave Lewis, the new chief executive of Tesco, said it was all part of his short and long term strategy to rebuild the Tesco brand that has taken a battering in the last 12 months in face of collapsing sales and its accounting scandal.

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"

BBH, which has worked with major brands such as Google, Diageo and Unilever was founded by John Bartle, Nigel Bogle and John Hegarty and helps brands 'do things differently.'

Advertising legend: Sir John HegartyAdvertising legend: Sir John HegartySource: Bestmediainfo.comHegarty made waves last year at the annual WSTA conference urging the wine trade to think differently about how it speaks to consumers

Hegarty made waves last year when he spoke at the annual Wine and Spirit Trade Association (WSTA) conference. He accused the wine trade's communication strategy as being "pathetic" and "daft" and urged brands to try and simplify their communications with consumers.  

Blue Rubicon has worked with a range of world class brands from several different sectors including Coca Cola, Facebook, HSBC and Shell.

Lewis said: "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"

Both companies are being brought on at a critical time for Tesco, which is working to rebuild trust among consumers and investors, in the hopes of turning the company around.

"Both businesses will play a central role as Tesco reconnects with customers and rebuilds trust in the brand in the coming years," said Lewis.

Tesco has come under severe scrutiny following the £263 million profit scandal that hit in September 2014. Since, the company has been under investigation by the Serious Fraud Office and rebuilding trust has become a priority for the new chief executive.

Lewis said in statement last month: "Our priorities remain restoring competitiveness in the UK, protecting and strengthening the balance sheet and rebuilding trust and transparency."

Trust among suppliers that work with Tesco has also severely suffered as Harpers found in its recent online poll, with 32% of suppliers in the survey labelling Tesco the worst retailer to deal with.

Keywords: