Global retail conglomerate Tesco Malaysia has appointed GroupM’s Mindshare as its media agency after two years with Entropia. Prior to working with Mindshare, Tesco was partnering with GroupM for three years.
A+M has reached out to Tesco for a statement. The move comes months after Tesco Malaysia appointed MullenLowe 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.
Meanwhile in 2016, Tesco Malaysia had to restructure and streamline its business by cutting a reportedly hundreds of jobs in responding to its “customers’ ever-changing needs.”