Waitrose in agency hunt for Wines Direct

Waitrose is looking for an agency to handle the first below-the-line work for its Wines Direct arm.

A number of undisclosed creative agencies, believed to include Black Cat, Geronimo and Banks Hoggins O’Shea/FCB – which handles advertising across the Waitrose group – pitched for the business last week.

The creative work will initially include press and poster advertising only. Media buying will be handled by Banks Hoggins.

A spokesman for the supermarket chain says it decided to launch a campaign for Wines Direct following its first foray into television advertising in May this year, with a £2.5m campaign created by Banks Hoggins.

“Because of the success of the TV and press campaign, Waitrose wants to make sure that it is making the most of advertising from a strategic perspective,” he says.

The Wines Direct arm was launched in 1995 following Waitrose’s acquisition of Findlater Mackie Todd, a home-delivery service for wines. It now forms part of the supermarket’s broader home-shopping service and can be accessed online or through a freephone number.

The launch of online shopping has allowed the supermarket chain to extend its reach outside the South of England. The company’s own figures show that more than 60 per cent of its online wine shoppers are from outside its geographical catchment area.

Latest from Marketing Week

Marketoonist on being agile

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here