William Morrison, the supermarket chain embroiled in a battle to buy Safeway, has returned its £8m advertising account to BDH/TBWA, after a six-year break.BDH/TBWA, which pitched against Cheetham Bell JWT, worked on the account for nine years before splitting with the retailer in 1997.
BDH/TBWA group managing director Neil Griffiths says: “Both companies have grown and developed considerably in the intervening period, so it is exciting to be working together again.”
Incumbent Poulter Partners did not repitch. The media account, handled by Mediaedge:CIA Manchester, is unaffected by the review.
Wm Morrison has said that it will rebrand Safeway’s stores if its bid for the chain is successful. BDH/TBWA could be asked to create a rebranding campaign supporting the transformation.
The Safeway bid has been referred to the Competition Commission, along with potential bids from J Sainsbury, Tesco and Asda, leaving retail entrepreneur Philip Green free to make a play for the supermarket chain.
Based in Bradford, Wm Morrison claims to be the UK’s fifth-largest supermarket chain, with 121 stores and a market share of 5.9 per cent.