Tesco has slashed the number of groups on its design roster by half after deciding it contained “too many” groups for it to work with.
Following a creative pitch for a new coffee last month, the leading UK supermarket now has a ten-strong roster. Six groups were dropped from the main roster and four taken off its reserve list.
Two new consultancies have been appointed, while eight have been maintained from the previous roster. New groups Wickens Tutt Southgate and Pearlfisher join David Richmond Associates, Pemberton and Whitefoord, Williams Murray Banks, Ocean Design, Rocket Design, The Core, Ian Logan and Martin Design.
Tesco consultancies cut from the main roster are Steve Quinn, Hurricane, The Brand Works, Sean Power, Delaney, Chen Tsoi. Turton Design, FAB, DIA and PHD are to go from the reserve roster.
David Richmond Associates creative director says it is “an exciting time [at Tesco]. There are some interesting things going on at the moment”.
A Tesco design team spokeswoman explains: “There is only one design manager and she can control the corporate branding better using fewer consultancies.”