Grey has created a £500,000 outdoor campaign, including ads on London taxis, for shopping portal ShopSmart.com, with media through MediaCom TMB.
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The Cadbury, Oreo and Ritz owner is piloting cross-functional innovation teams as it looks to take a more flexible and faster approach to new product development.
The decision to put its clothing & home ad account up for review is the latest sign the retailer is finally addressing the very different problems its two businesses face – which come down to product perceptions rather than brand.
The competition watchdog has raised serious concerns around price and competition, saying the merger between Sainsbury’s and Asda would need some major changes, including the possibility of selling either the Sainsbury’s or Asda brand, to go through in a decision Sainsbury’s has called “outrageous”.
Consolidation of teams to remove duplication by specialist digital marketers can’t come soon enough, and will allow us to focus on the consumer instead of the media channel.
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