Opinion: Marketing Society Forum - Has Tesco's marketing been too successful?(Column)

As the UK's biggest retailer posts half-year profits of almost pounds 1.2bn, it continues to receive adverse publicity over the power it wields.

OLLY RAEBURN, MANAGING PARTNER, LIQUID COMMUNICATIONS

I would argue that it has. Tesco's continued success in every area of business it enters has been the fuel that has driven its ongoing growth As a multiple retailer, the power it now wields as a result of its marketing and business success has had a direct impact on the ways in which the brands it stocks communicate with their consumers through this vital channel.

This is so much the case that the desire for these brand owners to convey their offers, values and …