McCanns London nets Kwik Save

McCann-Erickson London and its Universal McCann media affiliate have prised Kwik Save’s pounds 8 million account out of their Manchester sister shop, beating two other networks to the business in a competitive pitch.

McCann-Erickson London and its Universal McCann media affiliate

have prised Kwik Save’s pounds 8 million account out of their Manchester

sister shop, beating two other networks to the business in a competitive

pitch.



The win is a personal victory for the chief executive of McCanns’ London

office, Ben Langdon, who took direct charge of the pitch, which was

called because new management at Kwik Save favoured a change of agency

and a new advertising direction.



McCanns’ new executive creative director, Mike Court, also worked on the

pitch.



The business had been handled by McCanns and Universal in Manchester for

the past 30 years.



The North Wales-based Kwik Save operation runs 800 stores around the UK,

but its basic offering of branded goods at low prices is under pressure

from the major supermarket chains, such as Asda, Sainsbury’s, Tesco and

Safeway, and the growth of own-label ranges.



The chain took on the former Kraft marketing chief, Phil Smith, as

marketing director last year, and his former colleague, Alan Shepherd,

as communications director in June this year.



The pair were given a free hand to reorganise Kwik Save’s positioning

and brand ranges, and were instrumental in the launch of the chain’s

own-label goods earlier this year.



McCanns London, which beat J. Walter Thompson and Leo Burnett for the

business, had lacked a significant retail account since losing the

Woolworth’s business in the late 80s.



Langdon admitted: ’The Kwik Save win fills a significant gap in our

portfolio.’ It continues a series of business wins - through local

effort and international alignment - for McCanns, including Esso,

Reckitt & Coleman and Motorola.



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