McCann-Erickson has hung on to Somerfield's £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. In addition, 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 seen tough trading in recent months, and McCann had to face a four-way battle for the right to put its name to the entire account. The pitch included Somerfield's previous incumbent, RPM3, Duckworth Finn Grubb Waters, and Delaney Potter Cawley.
McCanns 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, and later moved to Burnetts, ending a nine-year term with RPM3. The new relationship lasted little more than six months, however, and McCann formerly the incumbent on Kwik Save stepped into the breach.
Ben Langdon, 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, head of external communications at Somerfield added: "McCanns successfully proved that they could reflect our business strategy in a creative and thoughtful way