Sainsbury’s has brought in auditors to examine its relationship with media agency PHD in what is being seen by many as a step towards a full-blown review of its &£56m media account.
Johan Denikamp of financial procurement specialists 4C has been taken on as a consultant for Sainsbury’s to look solely at media.
A Sainsbury’s spokeswoman says: “It’s not a review at this stage. He’s just looking at the work we do with PHD.”
She claimed that it was just a “run of the mill” activity and that it was “business as usual” with PHD.
Earlier this year, Sainsbury’s reviewed its advertising account. At the start of the review many expected the account to move agencies because of the changes in senior management at the supermarket following the arrival of chief executive Justin King. However, it ended up staying with Abbott Mead Vickers.BBDO.
Half-way through the pitch Jamie Oliver, who stars in Sainsbury’s advertising, had a revival in popularity on the back of the Channel 4 programme Jamie’s School Dinners, and it is thought that this helped the agency to keep the business.