Poster contractor JC Decaux has beaten rival Adshel in a race for the contract to supply Tesco’s biggest stores with six-sheet posters – worth up to 10m in annual revenue.
Decaux will build the posters at two stores in London and two in Yorkshire as part of a trial which, if successful, will be rolled out to the retailer’s top 200 superstores.
Up to 12 six-sheet panels will be erected on shop approach roads, by Tesco petrol stations and in car parks on the way into the stores. As part of the deal, Decaux will also provide extras such as waste-paper bins and store information signage.
Tesco media agencies Western International Media and poster buying specialist IPM ran the pitching process, and invited Decaux, Adshel, Mills & Allen, Maiden, Primesight and Adlight to apply, before drawing up a shortlist of two.
Robert McIntosh, media director of Western, says: “We have been considering this move with Tesco since 1994. At a stroke, Tesco’s involvement has brought the retail location poster market to life.”
Spencer Berwin, UK sales manager at J C Decaux, says: “The selection criteria used by Tesco were extremely strict. It insisted on the very best in design, maintenance, servicing and advertising sales ability.”
Separately, Sainsbury’s is understood to be appointing a contractor for its superstores. Earlier this year, Safeway teamed up with Maiden to offer six-sheet panels near its supermarkets.