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The London office of Bartle Bogle Hegarty is the new creative lead for Tesco, the U.K.'s largest retailer and one of the country's biggest ad spenders, at nearly $170 million a year.
The Publicis Groupe agency replaces Wieden + Kennedy, London, which won the business in 2012 after a highly competitive review.
As a result of the Tesco win, BBH London issued a statement saying it has resigned Tesco's U.K. competitor, Waitrose.
"A unique opportunity has presented itself with Tesco, and we are looking forward to working with [new Tesco CEO] Dave Lewis and his team," said Neil Munn, CEO of BBH Group.
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