Tesco draws up shortlist for Metro below-the-line account

Tesco is looking for a below-the line agency to run a programme of openings for its in-town Metro stores.

The supermarket has drawn up a shortlist of Evans Hunt Scott, Lowe Direct and Retail Solutions for the business.

Evans Hunt Scott runs the Tesco Clubcard loyalty programme and Lowe Direct’s parent Lowe Howard-Spink handles Tesco’s above-the line account.

It is understood the multiple wants to expand the Metro brand. This would take Tesco’s profile up-market, closer to Marks & Spencer’s image. There are currently 36 Metro stores in the UK, 15 of which were new launches and the rest converted from existing superstores.

Since 1995, when Tesco chairman Lord Ian Maclaurin said the supermarket would shift much of its 30m advertising budget below the line, Lowe has been chasing a chunk of its direct business.

Tesco has five different types of store – Tesco Plus hypermarkets, superstores, country town stores, Metro, and Express petrol retailing stores.

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