McNair first victim of Sainsbury’s cutbacks

David McNair has become the first Sainsbury’s senior marketer to be sacrificed by the supermarket chain in the wake of its recent dismal performance.

David McNair has become the first Sainsbury’s senior marketer to be

sacrificed by the supermarket chain in the wake of its recent dismal

performance.



As brand marketing departmental director, McNair was one of the key

figures involved in approving ad campaigns before they were passed to

Kevin McCarten, the company’s marketing director, for the final

go-ahead.



His departure is part of a culling of senior executives by the

beleaguered chain which is trying to cut costs and boost flagging

sales.



It comes just three weeks after Abbott Mead Vickers BBDO was forced to

pay the price of the failure of the John Cleese ’value to shout about’

campaign by being relieved of the TV advertising brief in favour of M&C

Saatchi (Campaign, 2 April).



McNair, a former group marketing director at Allied Domecq, was brought

in by McCarten on a temporary basis in April 1997 to oversee brand

building and was confirmed in the job eight months later.



’There have had to be sacrifices and McNair is out because Sainsbury’s

needs a good story to tell the analysts,’ a source close to the company

said.



Known for his attention to detail, McNair approved the ’value to shout

about’ advertising before it was seen by McCarten and was responsible

for the company’s direct marketing and in-store material as well as its

loyalty-card scheme.



’The problem was that there was no well-defined job for him,’ an insider

said.



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