We recently won the Tesco business and immediately started work on their 2012 Christmas campaign. Here are some of the first TV ads from that campaign.

Here's what Matt Atkinson of Tesco said about the thinking behind the campaign on the Tesco 'Talking Shop' blog.

It's the little things that make Christmas
When we looked long and hard at our Christmas campaign this year with
our friends at Wieden + Kennedy, we wanted our focus to be on what
matters to the families of Britain and that we deliver what matters.

The campaign treats Christmas as a feeling, not a season, made up of
lots of little things which build towards that feeling. We want to help
our customers create their perfect Christmas by helping with those
things that matter – the sherry tipple which brings on Gran’s afternoon
nap, the people you love sitting down together to a glittering table of
good festive food, the ritual donning of paper hats.  We want Tesco to
play a small but important part in everyone’s Christmas plans by helping
with those elements which make it Christmas. So we’ve been working hard
across the business to capture them, to put this insight at the heart
of our Christmas plans and build our advertising campaign around them. 
We will focus on a single mission; celebrating the things that matter
this Christmas, and making them better.

All of the work will be unified under this key thought, and brought
together into a truly multichannel and integrated programme, that
provides Tesco with one voice this Christmas. This story will be played
out in TV, print, in-store and on-line and even a little green hat will
be appearing on the outside of two hundred stores to get us all in the
mood.

Watch this space for more as the campaign develops in the run-up to Christmas.

Creativity online has published its annual round-up of the most awarded agencies and people.

For the third year running Wieden + Kennedy Portland is the world's most awarded agency. Ad Age says:

In 2011 the agency rose to No. 1 off some heavy Old Spice fumes, but this year's win shows a more balanced assortment of bling for P&G and Old Spice, along with Nike, Chrysler, Coca-Cola and Levi's.

And, in an industry of scarce female leadership, take note that the year's most-awarded creative director is a woman — W&K's Susan Hoffman. It's her third appearance at No. 1, but the first time she's landed in the top spot without her fellow exec creative director, Mark Fitzloff, who makes a showing at No. 2.

The three advertisers who topped the list last year, P&G, Nike and Google, remain the most-awarded advertisers after playing a bit of musical chairs. Last year's No. 1 winner, P&G, is this year's No. 3, while Google jumps to the No. 2 position. Nike moves from No. 2 to earn the title of most-awarded advertiser.

NIke and P&G are W+K clients but the work of many other agencies will also have contributed to their position in this ranking.

Many congratulations to W+K Portland, Susan, Mark, Nike, P&G and all the many people who contributed to this achievement. Not that awards are important, but it someone's going to win them, we're happy that it's our friends.