Let’s make what matters better
Tesco’s advertising business was up for grabs. All £110m of it.
Wieden + Kennedy were in a good place. We had good strategy. Decent scripts. Interesting ideas.
But we didn’t have a single-minded creative platform to tie everything together.
Then one night (in my local pub) I wrote this.
The line (Let’s make what matters better, in case my less than elegant handwriting can’t be read) and thinking behind it formed the heart of our winning pitch.