Dunnhumby names Tesco content partner
Tesco Screens, the digital-signage network of Britain's biggest retailer, has named Great Guns as its new content-production partner. The appointment of the London agency to replace former incumbent Instrumental Media Group spells a final break with the origins of the network, originally known as Tesco TV.
Great Guns has worked for clients including Nike, the BBC, Boots, and Airtel. On the Tesco project it will now report to Dunnhumby, the marketing firm majority-owned by Tesco that in 2006 took over the commercial operation of the network from JCDecaux.
Like Instrumental Media, JCDecaux had joined the Tesco TV team in the network's earliest days in 2004, but was widely believed to have disappointed in its efforts to sell advertising. Dunnhumby, on taking charge, then revamped the network's approach to focus more tightly on the in-store offer.
However, it retained Instrumental Media as content partner until a recent review. Instrumental Media CEO Bob Clarke is now understood to be leading a new firm called Any Other Business, whose Website says it "sources content for agencies, brands, and media owners to feed their customers’ hunger for entertainment, information, and direction".
The Tesco network comprises plasma and LCD screens in 100 of the retailer's Superstore and Extra-format outlets, reaching a monthly audience of 6m across seven zones.
Any Other Business
www.dunnhumby.com
www.greatguns.com
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