Campaign reported last week that PHD had beaten the Group M agencies Maxus and MediaCom, as well as Publicis Groupe’s ZenithOptimedia, to retain the account.
The supermarket decided to continue its 19-year relationship with the Omnicom shop after a three-month review process. The news capped a week of celebrations at PHD, which was marking its 25th anniversary.
Confirming the decision, a Sainsbury’s spokesperson said: "We are delighted to confirm that, after a rigorous pitch process, PHD has successfully retained the Sainsbury’s media business. We would like to thank all the agencies involved for their hard work. We were impressed by their people, their strategic thinking and the breadth of their capabilities."
The media pitch formed part of a wider review at Sainsbury’s led by Mike Coupe, who became the supermarket’s chief executive in July 2014.
Sainsbury’s posted a 1.7 per cent fall in like-for-like sales (excluding fuel) in the 14 weeks to 3 January. This was its first sales decline in the Christmas season for more than a decade.