Somerfield has sacked Leo Burnett from its pounds 13 million
account just four months after the agency’s appointment.
The troubled retailer, which issued a profits warning last month, has
undergone a major restructure that resulted in the ousting of the group
marketing director, Phil Smith, followed by the group brand
communications director, Alan Shepherd. Both were involved in the
appointment of Leo Burnett.
The supermarket has also backtracked on plans to integrate its Kwik Save
stores, which it acquired two years ago. The agency was to have produced
a brand-building campaign for the new stores, but has instead been
re-working ads by Somerfield’s former agency, RPM3, focusing on pricing,
The business will now be handled by McCann-Erickson, which has had the
Kwik Save account for the past two years. However, McCann will only be
handling the work on a project basis until the end of the year and will
produce separate work for the Somerfield and Kwik Save brands.
A spokesman for Somerfield said that advertising arrangements may be
reviewed after that time.
He added: ’Somerfield sacked Leo Burnett as it failed to deliver on
creative. McCann-Erickson can deliver.’
Marketing for the 600 Somerfield stores and 450 Kwik Save stores is now
being headed by Richard Smith, who previously had an operations
The managing director of the division is Tony O’Neill, formerly group