Atkinson handed Tesco CMO role

Matt Atkinson is to take over as chief marketing officer at Tesco following the departure of Tim Mason, who is leaving after 30 years with the retail giant following a strategic review.
Atkinson has been group marketing and digital officer, since joining 18 months ago from Havas EHS; he reported to Mason. He will retain his job title but assume Mason’s responsibilities, reporting directly into chief executive Philip Clarke.
He recently oversaw the advertising pitch which resulted in Wieden + Kennedy landing the estimated £110m account, previously held by The Red Brick Road.
Mason, also chief executive of US operation Fresh & Easy and deputy group chief executive of Tesco, had been with the company since 1982.
But it appears he has taken the can for the failure of the Fresh & Easy brand. Tesco said: “It is now clear that Fresh & Easy will not deliver acceptable shareholder returns on an appropriate timeframe in its current form.”
The company said Clarke did not want Mason to lead the strategic review and as a result he is leaving.
Clarke said: “It’s always sad when colleagues leave but it gives opportunities for others. I’m delighted with the team I’ve got and there will be more additions in the future.”
As a result of the review, all options are up for discussion, including selling the chain or finding a partner. There are 199 Fresh & Easy stores, based in Arizona, California and Nevada.

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