MediaCom has been appointed by Tesco to run their media planning and buying account after a pitch involving their incumbent, Initiative and Publicis Groupe media agency ZenithOptimedia. Initiative had previously held the account for 20 years.
Karen Blackett OBE, CEO of MediaCom, who led the pitch, said of the win:
"Tesco is a brand we've admired as an organisation and wanted to work with for many years. We are so glad to be given the opportunity. It's going to be great partnership with BBH and Blue Rubicon. We can't wait to get stuck in!"