Tesco picks MullenLowe Malaysia for creative duties

Global retail conglomerate Tesco has appointed MullenLowe Malaysia to manage creative duties for a year, following two successful Tesco campaigns - Tesco's 16th anniversary campaign and Hari Raya campaign.

The agency will lead the creative execution of all planned marketing campaigns, this is in a bid to create communication that brings to life Tesco's global brand expression that resonates with the Malaysian shoppers.

A+M has reached out to MullenLowe for additional details.

Adrian Sng, MD, MullenLowe Malaysia, said Tesco proves to be very interesting as a global brand driven by local insights. It gives MullenLowe the opportunity to create fresh work from the ground up with Tesco.

"This is another great portfolio for the agency, adding to the streak of wins in the past three months, and certainly builds up the momentum as we head into the second quarter of 2018," Sng said.

In 2016, Tesco Malaysia appointed Entropia as its media partner. responsible for strategic and tactical media planning and buying in support of the retailer’s consumer-centric brand strategy. In the same year, the brand also decided to restructure and streamline its business in a bid to respond to its “customers’ ever-changing needs.”