Supermarket Waitrose has retained Miles Calcraft Bringinshaw Duffy to handle its £26m advertising account following a six-way pitch. The agency beat Beattie McGuinness Bungay, Isobel, CHI & Partners, Bartle Bogle Hegarty and Kitcatt Nohr Alexander Shaw, which handles Waitrose’s direct marketing, to keep hold of the business.
The pitch was handled by Richard Hodgson, the buying director for Waitrose, although it is understood that managing director Mark Price was also involved in deciding to retain the agency.
It is understood that independent Shoreditch agency Drugstore was also involved, although it is not clear whether it actually pitched for the business, in a review overseen by Haystack.
Media planning and buying agency Manning Gottlieb OMD was unaffected by the review.
In April, Waitrose managing director Stephen Esom left the supermarket after 11 years to join rival Marks & Spencer (MW April 26). Earlier this year, Waitrose overhauled its website to place more emphasis on customer interactivity.