- Universal McCann has won the £18 million ($30 million) centralised media planning and buying for the newly merged Kwik Save Somerfield supermarket chain, following a final head to head pitch against CIA Medianetwork, the incumbent on the Somerfield account.
Universal McCann, which handled Kwik Save alongside its sister agency, McCann-Erickson, will assume responsibility for the centralised media task from 1 January next year.
The review lasted over ten weeks with a written presentation and three pitches, during which Walker Media was eliminated.
Chris Shaw, joint managing director of Universal McCann said: "This is the lengthiest and most difficult pitch we've ever done and its our biggest ever win. We brought three things to the pitch: we tried to give strategic insight and used the account planning resource of McCann-Erickson; we brought our size in the marketplace; and thirdly, we understood and brought forward the role of national versus local marketing."
Earlier this month Somerfield's associate marketing director Dominic Myers left following a further restructure of the marketing department. This led to Alan Shepherd, Kwik Save's former marketing director, becoming brand communications director for the combined Kwik Save Somerfield business.
CIA's managing director, Alan Brydon said: "It's disappointing when you have done work for a client over several years which has been extremely impressive, both qualitatively and quantitatively, and has helped the Somerfield business to succeed. You could argue the Kwik Save business hasn't been so successful."
It is understood that the Billett Consultancy has been appointed as a media auditor on the account.
Somerfield, which completed its merger with Kwik Save in February, is gradually converting Kwik Save stores into Somerfield stores, but is continuing to run separate creative advertising. A new campaign for Kwik Save by McCanns will kick off this Autumn. Somerfield's creative account is held by RPM3.