Troubled Sainsbury’s boosts Brunswick brief

Sainsbury’s has asked Brunswick to step in and rebut widespread City rumours suggesting the supermarket is up for sale. Brunswick took on the rebuttal task when Sainsbury’s longstanding financial agency, The Maitland Consultancy, resigned the account last week.

Sainsbury’s has asked Brunswick to step in and rebut widespread

City rumours suggesting the supermarket is up for sale. Brunswick took

on the rebuttal task when Sainsbury’s longstanding financial agency, The

Maitland Consultancy, resigned the account last week.



The resignation came within hours of newspaper reports suggesting the

troubled supermarket giant was up for sale.



Brunswick was originally appointed last month to advise Sainsbury’s on

strategic communications issues.



These include last week’s management rejig under which Sainsbury’s chief

executive Dino Adriano ceded responsibility for the UK supermarkets to

his deputy, David Bremner. Adriano became group CEO, in charge of

’strategy’ and developing overseas and non-food outlets.



Sainsbury’s head of press Pip Wood confirmed that Maitland was no longer

working for the company. ’We’ve been very happy with the work Maitland

have done for us. It’s with some regret that it’s no longer current,’

Wood said.



She added that Brunswick was not directly replacing Maitland and that

much of Maitland’s old brief would be handled in-house by her team and

Sainsbury’s investor relations staff.



Brunswick also works for Sainsbury’s rival Safeway - one of its founding

clients.



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