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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