McCann to pitch as Somerfield reviews yet again

Somerfield is talking to ad agencies in a review that may see the appointment of its fourth agency in just a year.

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

convenience division.

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