Somerfield is putting its pounds 13 million advertising account up
for review, threatening a nine-year relationship with its incumbent
The supermarket chain, which merged with Kwik Save in February this
year, has invited Ogilvy & Mather, Grey, J. Walter Thompson, Leo Burnett
and McCann-Erickson, Kwik Save’s agency of record, to pitch against
It is not known if all the invited agencies will pitch.
The agencies will be asked to pitch only for the Somerfield brand as the
Kwik Save name will be phased out over the next four years. McCanns will
continue to handle Kwik Save’s advertising for the forseeable
Initial pitches will be held in early November with a final decision
made early in the new year. The process will be overseen by Martin
Sutherland, brand marketing executive for the Somerfield stores.
The final decision will be left to a committee including Sutherland,
Philip Smith, the group’s marketing director who was formerly marketing
and trading director for Kwik Save, and Alan Shepherd, group brand
communications director of Kwik Save.
Somerfield’s pre-Christmas advertising campaign has already been
completed by RPM3 and will run as planned.
Somerfield is RPM3’s second-largest client after Mitsu-bishi, accounting
for around a third of the agency’s billings. It spent just over pounds
13 million in the period up to June this year, according to Media
RPM3 has handled Somerfield’s advertising since its creation last year
out of the merger of the long-time Somerfield incumbent, Butler Lutos
Sutton Wilkinson, and Cowan Kemsley Taylor (Campaign, 14 November).
Butler Lutos was responsible for the famous campaign starring the Birds
of a Feather actress, Lesley Joseph. However, Joseph was dropped in 1997
in favour of a cheerful but put-upon mum.
Somerfield recently centralised the pounds 20 million media business for
both brands into McCanns’ sister media agency, Universal McCann
(Campaign, 18 September). However, Sutherland dismissed the idea that
McCanns would start as favourites.
This article was first published on Campaign