Banks Hoggins and Waitrose link up to raise store’s profile

J. Walter Thompson has poached the CIA Medianetwork vice-chairman, Marco Rimini, to fill the newly created post of director of strategy and development. Banks Hoggins O’Shea has scooped the pounds 4.5 million advertising task to position Waitrose as the top supermarket for value and quality.

J. Walter Thompson has poached the CIA Medianetwork vice-chairman,

Marco Rimini, to fill the newly created post of director of strategy and

development.



Rimini will take over management responsibility for all JWT’s strategic

activities, including account planning, IT, information and Blue Logic,

the agency’s brand consultancy. He will report directly to JWT’s chief

executive, Stephen Carter.



Rimini will also help steer the evolution of the communication planning

function at JWT and his media expertise will be valuable to the agency

as it prepares to hive off its media department into MindShare, the

joint media operation with its sister WPP agency, Ogilvy & Mather.



Rimini’s is the first of a number of senior appointments planned as part

of an overhaul of JWT’s management structure since Carter took over as

chief executive in September.



Carter said that Rimini brought a unique set of skills and insights into

the agency. ’He will be right for taking us to new areas for the

strategic development of a new type of agency,’ he added.



The move marks Rimini’s return to the creative agency world after four

years in the media sector at CIA. He joined CIA after spells at Horner

Collis & Kirvan and Euro RSCG Wnek Gosper as planning director.



’This is a big, exciting job,’ Rimini said. ’I’m looking forward to the

challenge of developing JWT in the right way for the years to come.’



His departure will come as another serious blow to CIA, which parted

company with its managing director, Mike Tunnicliffe, and its marketing

director, Mike Anderson, earlier this year.



Mike Elms, the chief executive of CIA, said he was sorry to lose Rimini

but explained that the agency’s strategic planning function was already

firmly in place. ’The task now is to implement that expertise,’ he

said.



CIA is not planning to replace Rimini directly but is looking for a

creative thinker to complement its management line-up.



Banks Hoggins O’Shea has scooped the pounds 4.5 million advertising

task to position Waitrose as the top supermarket for value and

quality.



The move coincides with a new determination by the John Lewis subsidiary

to put more effort into branding. Waitrose recorded a 33 per cent

increase in trading profit to pounds 71 million in its last set of

financial results.



However, it is under constant threat from the other large supermarket

chains, which have reacted much faster to the changes that have swept

through grocery retailing in recent years, such as the rise in

own-brands, value-added and non-food products and Sunday opening.



The partnership’s rivals have also put more effort into carving out

their own marketing niches, such as Tesco’s reputation for innovation,

Asda’s price-conscious appeal and Safeway’s emphasis on service.



With Banks Hoggins in place, Waitrose hopes to capitalise on its

reputation for quality, in much the same way as rival chains like Marks

& Spencer and Sainsbury’s.



A press and poster campaign is due to break next spring and Banks

Hoggins will also look at direct marketing, sales promotion and

sponsorship.



The agency picked up the full-service account after a three-way pitch

against Delaney Fletcher Bozell and Waitrose’s incumbent of four years,

LLS Jaffe Keating.



St Luke’s was asked to pitch but withdrew from the review last

month.



Sven Olsen, a partner at Banks Hoggins, said ’Waitrose is the world’s

best-kept shopping secret. Banks Hoggins is going to change all that.’



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