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Marketing cover image by RAPP ( 15 February 2012)
Ian Haworth, global chief creative officer at RAPP (top) and Adrian Whatman, design director, RAPP (bottom), said: "We wanted the cover to convey a sense of ambivalence – can Tesco's Clubcard pull off a phoenix-like reincarnation ... or is it data's 'fallen angel'?
"Loyalty programmes have grown lazy and complacent.
"Today's consumers expect more than a voucher and a pat on the head.
"They demand recognition and respect, or they go elsewhere.
"How Tesco reacts to this may see the Clubcard propelled to giddy new heights – or plumbing new depths."