Supermarket chain Kwik Save has reappointed McCann-Erickson to its 7m full-service account, but this time it will be handled by the agency’s London office.
McCann-Erickson Manchester previously handled the business, but a review was called in July by new marketing director Phil Smith, and the London office took on the brief up to the review. McCann pitched against J Walter Thompson and Leo Burnett, both of which had been employed by Smith when he headed marketing at Kraft Jacobs Suchard.
The strength of these links suggested to some observers that one of these agencies would be favoured.
Kwik Save’s brand director Alan Shepherd says the current ads will continue, and a new television campaign will break in mid October.
However, Shepherd claims the campaign will be funded by the chain rather than suppliers. “In the past, advertising has been entirely funded by suppliers. This is the first time we have isolated a separate fund.” He says the chain will develop more strongly branded advertising.