Shepherd-Smith has been advising Blinkbox in a non-executive capacity for two years. Tesco says the rapid growth of the business means it has now created a full-time position. It is expanding through new content deals with firms such as Studio Canal and launching on new platforms including apps for new consoles from both Sony and Microsoft.
Shepherd-Smith previously worked at ad agencies for 22 years, including 11 years at TBWA where he became UK CEO. He has worked on campaigns for brands including Skype, Playstation and Apple.
At Tesco, he will report to Blinkbox CEO and Tesco group digital offer, Michael Comish and be responsible for creating a “strong and differentiated” Blinkbox brand as it expands beyond movies and TV to music and books.
Tesco bought Blinkbox in 2011 and rebranded all its digital entertainment services under the Blinkbox brand last year. It recently embarked on the biggest marketing push to date for Blinkbox, including an in-store marketing blitz using the tagline “Coming Sooner” backed up by radio, print, digital and outdoor ads, as well as a TV ad campaign.