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Supermarket boss Dave Lewis believes advertising must play big role in revival

Tesco has been brought to its reputational knees after being hammered by declining sales, announcing a string of profit warnings, seeing investors including Warren Buffett bail out – not to mention the small matter of a £263m accounting black hole.


Over Christmas Dave Lewis, Tesco’s new chief executive, held brisk, clandestine talks with ad agency Bartle Bogle Hegarty to take on its £110m ad account. After 28 years at Unilever, home to brands including Dove, Pot Noodle and Ben & Jerrys, Lewis is banking on the agency behind work including Levi’s, British Airways and Lynx (another Unilever product) to help him advertise his way out of trouble.


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