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Safeway in hunt for ad agency for return to TV.(Brief Article)
Safeway is looking for a creative agency as it plans to return to TV advertising for the first time in three years.
The UK's fourth-largest supermarket is in the process of drawing up a shortlist of creative agencies to pitch for the account. The move comes as the retailer attempts to build awareness as its share against the top three supermarkets in the UK - Tesco, Sainsbury's and Asda - declines.
Karen Bray, Safeway's marketing director, is talking to agencies about a campaign that would be Safeway's first since 1999, when the supermarket ditched Bates' 'talking toddlers' campaign in favour of a move to price-led promotional activity.
Safeway is expected to include Bates in conversations about future advertising.
The search for a creative agency will not affect its promotional marketing account, which is handled by 141, Bates' below-the-line agency.
The supermarket pulled out of TV advertising following the arrival of Carlos Criado-Perez as Safeway's chief executive. As well as promotional activity, it also ran local ...
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