Mindshare retained the media buying and planning account in Ireland following an international pitch process that included markets including the UK, Ireland, Czech Republic, Hungary and Slovakia.
The GroupM agency has worked with Tesco Ireland since 2018 when it took over the account from IPG Mediabrands.
Last June, the retailer launched part of its international media buying and planning business. This led to a shortlist of two with EssenceMediaCom, part of GroupM, and account holder facing Zenith, part of Publicis Media, with the former winning in a number of markets. However, the Irish part of the GroupM pitch was led by Mindshare. Mediacom Ireland already represents Lidl in the Irish market.
“Our team at Mindshare Ireland have worked closely with Tesco Ireland since 2018 and we are delighted to be able to continue and grow the excellent work we have done together. This review has given us the opportunity to reset and improve our relationship and it will make the next few years even more exciting. We are proud to continue our work with Tesco Ireland,” says Ken Nolan, COO of Mindshare.
Earlier this year, Tesco announced that it had moved its global creative account to BBH. As part of the move, the Publicis-owned agency set up BBH Dublin to manage Tesco Ireland’s creative account.
