Tesco has refreshed its iconic ‘Every Little Helps’ slogan for the first two TV ads from its partnership with BBH, with CMO Michelle McEttrick insisting that the supermarket brand has achieved a “clearer point of view” from the comedic new creative.
As Tesco becomes the first UK supermarket to offer an immediate price match at the tills, Marketing Week caught up with chief customer officer Robin Terrell to find out the rationale behind the scheme and how the former ecommerce man is finding the move into marketing.
Tesco has hired former Barclays CMO Michelle McEttrick as its new group brand director as the retailer continues to shake up its marketing department under new boss Dave Lewis.
Louise Maugest will lead UK marketing operations, replacing Kris Robbens who takes on a global role as senior director of brand strategy at the soft drink giant.
The Global Alliance for Responsible Media’s new report into digital brand safety performance is a “notable milestone” for the industry, says Isabel Massey, but that does not mean marketers can rest on their laurels.
In an age of image fatigue, audio is fast becoming a favoured medium for brands looking to up the emotional engagement.
Marketers are less advanced on sustainability than their businesses as a whole, so with the backing of brands including Diageo, Mastercard, Tesco and Unilever, the WFA has launched Planet Pledge to help bridge the gap.