Sainsbury's cuts shortlist for £47m advertising account down to two

LONDON - The battle for Sainsbury’s £47m advertising account is down to JWT and the incumbent, Abbott Mead Vickers BBDO.

The supermarket group has eliminated Bartle Bogle Hegarty and Leo Burnett from the race.

The long list included DDB London, McCann Erickson, TBWA\London and Delaney Lund Knox Warren & Partners, which were all eliminated from the review process at the start of March. The review is being handled by the Haystack Group.

AMV BBDO, which has held the account for 20 years, is in a strong position to retain the account with Sainsbury's front-man Jamie Oliver approaching national hero status.

Oliver's Channel 4 TV programme, 'Jamie's School Dinners', has been instrumental in the government's decision to invest an extra £220m on school meals in England. AMV BBDO first introduced Oliver as the face of Sainsbury's five years ago.

JWT, meanwhile, has the firepower of the former Lowe team and Tesco experts Mark Cadman and Russ Lidstone to bolster its offering.

Cadman, JWT's new managing director, was the senior suit on the Tesco account when he was Lowe's managing director. Russ Lidstone, JWT's new head of planning, also worked on Tesco during his tenure as planning chief at Lowe.

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