±±¾©Èü³µpk10

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 content to consumers, who they have fought hard to attract and retain, is overtaken and diluted by the need to conform to the overpowering weight and stifling restrictions of Tesco's own marketing guidelines.

GILES ROBERTSON, HEAD OF MARKETING COMMUNICATIONS, WWF

Tesco has taken steps to manage its carbon emissions and recycle bags, but has failed to manage broader issues and build sustainability into the brand.

As the 'Computers for schools' campaign rolled out, reports painted it as a CSR laggard in its use of chemicals, fair trade, fish and timber resources.

Meanwhile, M&S and Waitrose have been getting their houses in order and are well trusted by consumers. In fact, when it comes to its social and environmental record, 'Every little helps' could easily translate as 'We're not doing a lot'. The danger for Tesco is that its competitors will emerge as preferred brands.

ADEELA WARLEY, HEAD OF COMMUNICATIONS, FRIENDS OF THE EARTH

Tesco and the other big supermarkets have finally woken up to the fact that their customers care about environmental issues and have been doing their best to promote their green credentials.

But steps taken so far by Tesco are little more than a 'greenwash'. It claims, for example, that it will cut the number of plastic bags being used, but even if it meets its target, it will still be handing out 3bn bags a year. And there is growing evidence to suggest its success is partly built on trading practices that have serious consequences for suppliers, farmers and the environment.

Tesco's takeover of the high street also means that consumers are losing a local choice as independent retailers struggle to compete.

CHARLIE THOMPSON, SAINSBURY'S BOARD ACCOUNT DIRECTOR, ABBOTT MEAD VICKERS BBDO

The question of whether Tesco's marketing is too successful is absurd. Tesco runs effective, customer-centric marketing, and its business success is built on serving customers well every day. Marketing does the job for which it was designed - to achieve profitable growth - so it certainly is successful.

The question is more whether Tesco's actual operations on issues such as engagement with local communities, local planning and health labelling are for the long-term good of those communities.

But these issues are not strictly the remit of marketing. Of course, they can be components of communications, but the real issues are much deeper.