Struggling UK retail giant Tesco is handing over the reins of its multi-million pound media planning and buying account to leading WPP agency MediaCom, as it severs its 20 years association with incumbent Initiative.
MediaCom is understood to have beaten Initiative, along with other media agencies such as M/SIX and ZenithOptimedia to the business.
According to mediaweek.co.uk, Karen Blackett, chief executive of MediaCom, said:
"Tesco are a brand we've admired and an organisation we've wanted to work with for years. We're so glad we've been given the opportunity. It's going to be great to partner with BBH and Blue Rubicon. We can't wait to get stuck in."
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