Somerfield has restructured its marketing department once again,
marking a U-turn in the business strategy it announced in July. It is
now seeking a board-level marketing director to oversee a new
The ailing retailer has merged business units for Somerfield
supermarkets, convenience stores, main supermarkets and the 450 Kwik
Save stores which it plans to keep, into a single division.
Only the 350 Kwik Save stores which it is selling, and the 24/7 home
shopping business, remain separate, with a separate marketing team.
The move is a total reversal of the strategy Somerfield announced in
July, when it divided its business - and marketing responsibilities -
into four new business units. Phil Smith, group marketing director, was
left without a job following the restructure.
Richard Smith, a former regional operations director, was appointed as
marketing director for Somerfield stores, the group’s main supermarkets
division in July. However, he has been moved to a new change management
division, and reports to Kathryn Brown, who was managing director for
Tony O’Neill, managing director for Somerfield stores, left the company
The changes come after Somerfield admitted it was reviewing its
advertising agency situation last week. The statement followed weeks of
denials that it was looking to replace McCann-Erickson, the agency it
appointed after parting company with Leo Burnett in August.
Somerfield has so far shortlisted its former agency, RPM3, and Delaney
Cawley, a start-up agency founded by Mary Cawley, who ran the Somerfield
account at RPM3, to pitch against McCann’s. However, the retailer is
still talking to further agencies about the brief.
In November, Somerfield unveiled plans to sell more than one-third of
its stores in a bid to resurrect the group as an 850-store convenience
This article was first published on Marketing