Somerfield drops Burnetts in restructuring operation

Somerfield has sacked Leo Burnett from its pounds 13 million account just four months after the agency’s appointment.

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,

not branding.



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

role.



The managing director of the division is Tony O’Neill, formerly group

operations director.



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