Waitrose shifts £25m ad account to BBH

Waitrose has appointed Bartle Bogle Hegarty to handle its £25m advertising account, three months after beginning talks with the start-up agency Now.

Waitrose: moves £25m ad account to BBH
Waitrose: moves £25m ad account to BBH

Waitrose held talks with Now, founded by the former COI chief executive Mark Lund and Rapier's former creative partner John Townshend, in March.

The supermarket previously used MCBD, which recently merged with Dare, to handle its advertising but discussed proposals that the account team from MCBD would move across to Now to handle the business, avoiding conflict with Dare's Sainsbury's account. However, it has instead opted to appoint BBH, which had pitched for the business when it last reviewed in 2007.

During the Waitrose discussions, MCBD's former managing director Melissa Robertson joined Now as its managing director  with a view to servicing the Waitrose account.

However, since then Jeremy Carr, who was the creative head at MCBD and worked on the Waitrose account, has joined JWT London.

Waitrose worked with MCBD for six years but started talks with Now after MCBD merged with Dare, which held the Sainsbury's digital account.

Rupert Thomas, the marketing director for Waitrose, said: "We're enormously grateful to MCBD for the creativity and energy they've brought to us as we've ramped up our marketing. We wish them all the very best for the future.

"We're looking forward to working with the team at BBH London. Together we'll build on the momentum and outstanding success of our current campaigns."

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).