Tesco poaches agency chief in digital push

Tesco has poached direct marketing agency EHS 4D chief executive Matt Atkinson to help it expand its digital operations worldwide, as group digital marketing officer.


The supermarket says Atkinson’s appointment reflects its new key objective of building its digital capabilities globally. Tesco chief executive Philip Clarke told Marketing Week after a disappointing trading update in April that it would use social media as one way of improving its marketing to drive growth

A spokesman said he will be looking at the Tesco brand’s digital presence around the world and providing support to relevant teams in all markets.

EHS 4D has been working with Tesco on its Clubcard scheme since 1995. Atkinson focused on its international digital business,

He will report to chief marketing officer Tim Mason in his new role. It is not yet decided whether he will be recruiting a team to support his new role and objectives.

Tesco deputy chief executive and chief marketing officer Tim Mason says: “Matt has worked closely with us for many years and brings a wealth of experience of leading marketing projects for large international brands including Barclays, Johnnie Walker, and Volvo.

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