McCann-Erickson holds on to Somerfield

McCann-Erickson has hung on to Somerfield’s pounds 13 million account following the supermarket chain’s third advertising review in a little over 12 months.

McCann-Erickson has hung on to Somerfield’s pounds 13 million

account following the supermarket chain’s third advertising review in a

little over 12 months.



McCann has worked with Somerfield on a project basis since the

retailer’s acrimonious split with Leo Burnett last August. It has also

handled its home shopping business since September. However, it has been

a time of major upheaval for the ailing retailer, which has suffered

tough trading in recent months, and McCann faced a four-way battle for

the right to put its name to the entire account. The latest pitch

included Somerfield’s previous incumbent, RPM3, Duckworth Finn Grubb

Waters and Delaney Potter Cawley.



McCann’s appointment should end what has been a peripatetic chapter in

the life of Somerfield’s advertising. The account was consolidated with

Kwik Save’s adspend when the two cut-price supermarket chains merged two

years ago.



It then moved to Burnett, ending a nine-year term with RPM3. This new

relation-ship lasted little more than six months, however, and McCann -

formerly the incumbent on the Kwik Save account - stepped into the

breach.



Ben Langdon, the chairman and chief executive of McCann, commented: ’We

were asked to demonstrate our commitment to Somerfield’s complementary

shopping strategy and have proved that, through strong ideas, we can

have a significant impact on their business.’



Martin Sutherland, the head of external communications at Somerfield,

added: ’McCann proved successfully that they could reflect our business

strategy in a creative and thoughtful way.’



Late last year, Somerfield restructured its marketing department by

merging its four key business units. These were supermarkets, main

supermarkets, convenience stores and those Kwik Save outlets it does not

plan to sell.



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