Wm Morrisons, the Yorkshire-based supermarket group, has put its pounds
4 million creative business up for pitch.
The 81-strong chain is currently looking at credentials from a handful
of agencies, in addition to BDH, the incumbent of nine years.
According to Michael Bates, the marketing manager at Wm Morrisons, the
group is close to drawing up a final shortlist. ‘We have a great
relationship with BDH, but our business has changed a lot in recent
years. It is time for a periodic review of our advertising,’ he said. ‘I
would like to stress that BDH will be on the shortlist. It has done a
good job for us in the time that we have worked together. However, it is
premature to say which other agencies might be on the final shortlist.’
Although the ad budget is currently pounds 4 million, Bates said the
spend was likely to increase as Morrisons continues to expand. Last week
the group, which stretches from Carlisle to Birmingham, announced pre-
tax profits up 9.5 per cent at pounds 127.1 million, while turnover
topped pounds 2 billion for the first time for the year ended February
Bates stressed that the creative review, which includes a small amount
of below-the-line work also handled by BDH, does not affect Morrisons’
media account, which stays at CIA Media Solutions.
Martin Anderson, managing director of BDH, was unavailable for comment
as Campaign went to press.