Tesco moves £10m outdoor account to Kinetic

Tesco has awarded its £10 million outdoor planning and buying business to WPP's Kinetic, ending its relationship with Interpublic's Rapport.

Tesco: WPP's Kinetic is to take over Tescos outdoor campaigns
Tesco: WPP's Kinetic is to take over Tescos outdoor campaigns

Kinetic picked up the business after a four-way pitch and has taken on the account today (1 July). It is understood to be the first time Tesco has directly appointed an outdoor agency.

Tesco spent £9.9 million on outdoor media in the 12 months to the end of September 2012, according to Nielsen.

The main Tesco media planning and buying account has been handled by Rapport’s sister media agency Initiative for over 20 years. It is understood that there was not a pitch for the main media account as part of the recent process.

Last year Tesco split with its long-term creative agency, The Red Brick Road, and awarded its ad account to Wieden & Kennedy following an extended pitch.

A spokeswoman for Tesco said: "Following a competitive four-way pitch process, Tesco has appointed its UK out of home media account to Kinetic Worldwide from 1 July 2013."

In addition to working with WPP's media agencies on their outdoor planning and buying Kinetic has a number of direct appointments including H&M and British Airways, which is currently under review.

Spokesmen for Rapport and Kinetic had not returned a request for comment by the time of publication.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More