Tesco kicks off agency hunt for clothing arm

Retail giant seeks shop to handle creative activity for the F&F clothing label.

F&F: 12 agencies are in contention for the Tesco-owned brand’s advertising business
F&F: 12 agencies are in contention for the Tesco-owned brand’s advertising business

Tesco is looking for an agency to work on the creative account for its F&F clothing brand.

The company has issued requests for information and it is understood that 12 agencies are in contention. There is no intermediary involved. 

Warl, the shopping marketer agency, is the incumbent. It was behind an ad for the 2015 autumn/winter collection that showcased looks from the 70s.

In 2009, Red Brick Road created an ad called "horseback" to promote the launch of F&F as a separate fashion brand.

Tesco handed its main ad account to Bartle Bogle Hegarty in January last year without a pitch. It was handled before BBH by Wieden & Kennedy, which picked up the business in 2012. Red Brick Road was the previous incumbent.

In its preliminary results, the retailer reported group sales of £48.4 billion for the year to 27 February 2016.

F&F was launched in the UK and Ireland in 2001. The first standalone F&F store was opened in Prague in 2010.In 2012, Tesco launched a franchise model for F&F to turn the label into "a major global brand". 

Topics