Sainsbury’s to hold DM account review for ’To You’ division

By ELEANOR TRICKETT, campaignlive.co.uk, Friday, 16 June 2000 12:00AM

Sainsbury’s is holding a review of the direct marketing arrangements for its home shopping service, rebranded last month as Sainsbury’s To You, which is now handled by Brann London.

Sainsbury’s is holding a review of the direct marketing

arrangements for its home shopping service, rebranded last month as

Sainsbury’s To You, which is now handled by Brann London.



Pitches for the business are being held this week, with a rapid result

expected. Brann will repitch for the account against three outsiders,

Tequila Payne Stracey, Barraclough Hall Woolston Gray and OgilvyOne.



The latter two agencies have group relationships with Sainsbury’s: BHWG

through its relationship with Abbott Mead Vickers BBDO, which won back

the TV advertising for Sainsbury’s earlier this month, and OgilvyOne

through its subsidiary RMG, which handles all the relationship marketing

for Sainsbury’s, largely focusing on the Reward Card.



Brann has handled the Sainsbury’s To You service since its soft launch

in the first quarter of 1998. It was then called Sainsbury’s

Orderline.



The review comes at a time when the supermarket is planning to develop

the service, which still operates on a small scale compared with rivals

such as Tesco.



Sainsbury’s To You only operates in nine supermarkets within the M25

area, but Nick Adderley, who is in charge of the service, said that by

the end of 2001 it would be available to 60 per cent of the UK’s

population.



He added: ’Now that it has gone from being a small series of tests to

being a national player, we have decided to review our arrangements.’



This article was first published on campaignlive.co.uk

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