Tesco promotes Blinkbox founder to strengthen digital offer

Tesco has promoted the Michael Comish, the founder of its video on demand platform Blinkbox, to the new role of group digital officer as it looks to strengthen its multichannel and entertainment offer to take on the likes of Amazon and Apple as well as rival supermarkets.


Comish’s role has been elevated to look after Tesco’s entire multi-channel strategy, leading a team that will be responsible for developing a more “customer-led approach” to new online products and services.

He will continue to head up the launches for Tesco’s online books and music services, following the supermarket’s acquisitions of digital music platform We7 and digital book business Mobcast last year. Tesco acquired Blinkbox in 2011.

His team of roughly 350 staff will sit in Tesco’s new central London “digital campus”, which will open this Autumn. Ahead of Comish’s appointment, CMO Matt Atkinson was Tesco’s most senior digital executive but now his responsibilities are being shared.

Comish co-founded Blinkbox in 2006. Prior to that he co-founded online video company AtomFilms, which merged with Shockwave.com to create AtomShockwave. The business was subsequently sold to MTV-owner Viacom for $200m in 2006.

Between 2002 and 2005, Comish held the role of managing director of 4 Services at Channel 4.

In November this year Tesco rebranded all its digital entertainment platforms under the Blinkbox name as it looked to strengthen its position in the market under an already-existing brand.

Rival Sainsbury’s is also growing its offering in the area, having recently acquired e-book business Anobii under the Sainsbury’s Entertainment brand.

Tesco’s sales slipped back into decline in its first quarter as the horse meat scandal hit performance, but the supermarket claimed multichannel moves are helping improve customer perception of the supermarket. 

Latest from Marketing Week


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


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.


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.


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 3703 or email customerservices@marketingweek.com

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