Sainsbury’s picks TMW to handle 1m direct brief

Sainsbury’s has appointed Tullo Marshall Warren (TMW) to handle its 1m direct marketing business. The account was previously held by Proximity London, which has worked with the supermarket chain for five years.

Sainsbury’s has appointed Tullo Marshall Warren (TMW) to handle its £1m direct marketing business. The account was previously held by Proximity London, which has worked with the supermarket chain for five years.

TMW won the business following a pitch against Proximity, Partners Andrews Aldridge and Archibald Ingall Stretton. The review, which was called in September (MW September 28, 2006), was led by Sainsbury’s brand director Helen Buck and handled by The Haystack Group.

Connections, the data joint venture between Sainsbury’s and Proximity, is not affected by the appointment. Buck says: “The communications market is intensifying and by reviewing the account we can ensure we are getting the very best output and making our direct mail work as hard as possible. Sainsbury’s has had a successful relationship with Proximity but it is now time to move forward with TMW.”

Proximity’s sister agency Abbott Mead Vickers.BBDO was reappointed to handle the grocer’s £45m advertising account in 2005 (MW April 28, 2005), while PHD handles media. Neither account was affected by the direct marketing review.

Sainsbury’s has focused its advertising on high-profile campaigns featuring celebrity chef Jamie Oliver in recent years and is currently using the strapline “Try something new today”.

Last year, TMW was bought by Creston, owner of Delaney Lund Knox Warren & Partners, in a deal that could be worth up to £38m.

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