Somerfield is talking to ad agencies in a review that may see the
appointment of its fourth agency in just a year.
McCann-Erickson was appointed initially on a project-by-project basis
after the retailer sacked Leo Burnett from the pounds 13 million account
in August this year.
The London agency has produced all the recent advertising, including
Somerfield’s Christmas campaign, and is using the services of several of
its regional agencies, including Bristol and Manchester.
McCann was also appointed to handle a pounds 3 million advertising
campaign for the retailer’s home shopping service, 24-7, in
However, Somerfield confirmed the review plans this week. Martin
Sutherland, Somerfield’s brand marketing executive, said: ’McCann has
been working with us on a project-by-project basis since the dismissal
of Burnett earlier this year.
’We will be drawing up a shortlist of agencies with the intention of
talking to them shortly. We are looking to appoint a permanent agency to
work with us to reaffirm Somerfield’s position as the UK’s number one
neighbourhood food retailer.’
A pitch will take place before Christmas involving McCann, Delaney Lund
Knox Warren, RPM3 - which held the account before Burnett - and an
agency still to be decided.
The decision to hold a pitch follows the company’s drastic overhaul of
its operations, announced last month. The struggling retailer will now
focus on small, local stores and dispose of larger outlets. It has also
put its Kwik Save division up for sale.
The move also follows a series of management changes including last
week’s loss of another board member, Tony O’Neill, managing director of
the Somerfield business division, which has been folded into the