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Tesco Mobile has picked BBH London to handle its multimillion creative account, replacing fellow Publicis Groupe-owned agency The Community. 

The move will see BBH expand its relationship with the wider Tesco business, which it first picked up in 2015. It was handed the mobile business without a pitch and it's understood the business wants to bring its advertising closer in line with Tesco's grocery and banking advertising.

Tesco Mobile was launched 16 years ago, as a joint venture between Tesco and O2, it currently has around 5 million customers. Under The Community, its proposition has been focused on both price and how phones enable emotional connections and experiences. 

Gareth Hussey, chief marketing officer at Tesco Mobile, said: "BBH was the obvious choice to help us take the business into its next cycle of growth with an ambitious brand communications and data-driven, customer experience focus. We look forward to working with the BBH team."

The appointment follows on from BBH London retaining Barclay's following a pitch at the start of the year. The first quarter also seen it appointed by Volkswagen Commercial Vehicles UK as its creative agency partner, and by Audi UK to launch a new digital experience for the brand.

The Tesco Mobile news follows on from reports late last week that BBH is poised to announce a round of redundancies in London that will see around 10% of its near-500-strong team affected.