M&S appoints Grey London as it tasks new agency with ‘putting customers at the heart of everything’ https://t.co/8rL2Ni1d0O
— Will Corry (@slievemore) August 25, 2016
Sainsbury’s has appointed Wieden + Kennedy to its advertising account, The Drum has learned, ending a near 40-year relationship between the supermarket and AMV BBDO.
Although it was not believed to be one of AMV BBDO’s biggest paying accounts, winning such a high-profile retail brand represents a coup for Wieden + Kennedy after it was unceremoniously dumped by Tesco last year.
, said: “I’d like to thank AMV BBDO for the enormous contribution they’ve made to our business over many years. This has included some truly iconic campaigns, from Jamie Oliver to recent Christmas campaigns like Christmas Truce and Mog the Cat. We will continue to work closely with the AMV BBDO team over the coming months, including our Christmas 2016 campaign, while in parallel planning the transition. “This was a very difficult decision but we felt it was important to get a fresh perspective and I’m delighted to welcome W&K to Sainsbury’s.”
Recently promoted marketer Mark Given began the review in early June after the supermarket noted its first sales slump following two years of modest increases. The move also came on the back of a spate of creative reviews in the grocery sector, with all of Sainsbury’s ‘Big Four’ competitors overhauling their agency rosters in the 18 months before.
Tesco moved its £110m creative from to BBH at the height of its troubles in January 2015 while Morrisons cut ties with agency of nine-years DLKW Lowe – part of the Mullen Lowe Group – in favour of Publicis London. In April this year Asda’s newly instated marketer Andy Murray moved the retailer’s £73m creative business from VCCP to his former agency Saatchi & Saatchi.
Sainsbury’s takes dramatic new turn by dropping AMV BBDO for Wieden+Kennedy https://t.co/Uk21SFxg9V pic.twitter.com/FJfpQZoswb
— Will Corry (@slievemore) August 25, 2016