Four-way pitch sees Ocado media move into Starcom Motive

The Waitrose-backed online grocery retailer, Ocado, has awarded its £1.5 million media account to Starcom Motive following a four-way pitch involving the incumbent, Brand Connection.

The appointment follows Ocado's decision to move its integrated advertising account into Ogilvy & Mather after Heresy, the agency that devised the "Be more demanding" strapline, resigned it. O&M defeated the start-up Ben Mark Orlando in the final pitch after five other agencies were knocked out in earlier stages.

Ocado has set itself ambitious expansion plans - it claims to have grown by 300 per cent last year and is currently growing by 5 per cent week on week.

Claire Harper, the head of customer acquisition at Ocado, said: "Starcom Motive has excelled strategically and creatively throughout the pitch process and impressed us greatly with its media recommendations."

Pete Edwards, the managing director of Starcom Motive, added: "Ocado appointed us on the basis of really good thinking as well as really keen pricing. It's an interesting brand, embracing new channels and new contact points with consumers."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).