Ex-Asda chief takes on Tesco role

By David Benady

Tesco has hired former Asda marketing director Michael Fleming as its director of business development.

The chain has drafted in Fleming to look at acquisitions and new business opportunities, an area of increasing importance for Tesco. The supermarket multiple has recently been linked to the purchase of the Oddbins wine merchants chain, and to supermarket acquisitions in France and Eastern Europe.

Fleming was ousted from Asda last July, after only six months as marketing director (MW July 21 1995). He had joined Asda in January 1995 from supermarket chain Somerfield, where he was also marketing director.

Asda’s official reason for Fleming’s departure was that he didn’t like living in Leeds, the home of Asda’s head office, and had failed to adjust to life in the North.

But some observers said that Fleming felt he had too little power over Asda’s marketing, which was firmly under the control of chief executive Archie Norman. Others said he lacked marketing experience, having come from a corporate finance background.

Cover Story, page 40

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here