Brazen has won the consumer PR brief for Tesco Insurance & Money Services, with the work set to include a focus on how brands are discovered as AI and large language models increasingly shape search and visibility.
The appointment covers consumer PR activity across Tesco IMS’ full product portfolio, including car, home, pet, life and travel insurance, as well as travel money and gift cards.
Brazen’s remit will focus on strategic storytelling around trust, simplicity and value, alongside driving wider awareness of Tesco as an insurer and money services business.
The win comes at a key stage for Tesco IMS, which has grown into one of the UK’s fastest-growing direct insurers, with a strategy built around serving Tesco shoppers. The business designs policies around the habits of more than 20 million Clubcard holders, with tailored products and pricing available exclusively to Tesco customers.
As part of the brief, Brazen will also support future-facing communications, including opportunities for PR visibility within generative search, as consumer discovery increasingly shifts towards AI and large language models.
Charlotte Somerville, Senior External Comms & PR Manager at Tesco Insurance, said: “Brazen stood out for their energy, enthusiasm and creativity, as well as their impressive understanding of the opportunity for PR in a changing landscape – particularly as AI and LLMs reshape how people discover brands and services. What really connected us was a shared, instinctive understanding of real customers across all four corners of the UK. That insight, combined with strong strategic thinking, made them the perfect partner for us as we enter our next phase of growth.”
Sasha Makel, Managing Director at Brazen, said: “Being appointed by a brand as iconic and widely loved as Tesco is a genuinely game-changing moment for us, and a defining milestone as we celebrate 25 years this year. Tesco Insurance & Money Services is on an incredibly exciting journey – transforming into one of the UK’s most ambitious direct insurers while staying true to what has always made Tesco special: deep customer understanding and everyday relevance.
“This is a business with national scale, real momentum and a powerful point of difference. Our role is to bring that story to life with creativity, cultural relevance and impact – building awareness, driving consideration and helping Tesco IMS stand out in a category that’s crying out for more personality.”
The win further strengthens Brazen’s retail and services portfolio, which includes The Range, wilko, Homebase, Optical Express and Ryman, and underlines the agency’s positioning across earned media, influencer strategy and modern discovery.
