The future of advertising accounts totalling almost pounds 20
million is open to question after the formal go-head for a merger
between the Somerfield and Kwik Save supermarket chains.
A Somerfield spokesman said this week that it was too early to say what
would happen to the account, currently split between McCann-Erickson,
which handles pounds 8 million worth of Kwik Save business, and RPM3,
which runs the pounds 11.5 million Somerfield assignment.
Ben Langdon, the McCanns chief executive, is understood to have had
talks with Kwik Save executives about the merger and its
Both the Kwik Save and Somerfield names are likely to be retained after
the merger, with own-label products shared between the chains.
’There’s value in both brands,’ an ad industry source said. ’Somerfield
has always been more profitable while Kwik Save is a stronger brand that
makes less money.’
Five months ago the McCanns office in London and its Universal McCann
media affiliate succeeded in keeping the Kwik Save business within the
network after the company ended its 30-year relationship with McCanns in
Somerfield has dropped the Birds of a Feather actress, Lesley Joseph,
from its TV advertising in favour of a down-to earth mother coping with