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The supermarket chain William Morrison, currently embroiled in a takeover battle for its larger rival Safeway, is reviewing its pounds 6.5 million advertising account.
The review, out of the Leeds agency Poulter Partners, was planned before the northern retailer launched its audacious pounds 2.9 billion bid for Safeway last month, and is part of a drive by Morrisons to increase its profile in the south of England.
News of the bid by the country's fifth-largest supermarket helped to lift Morrisons' January sales figures by 5.2 per cent and boosted shares by 10p to 169p.
Michael Bates, the marketing services controller at Morrisons, confirmed the supermarket chain was reconsidering its agency relationship, but declined to elaborate.
'Our advertising arrangements are under review and we have approached some agencies but I can't comment further,' he said.
He refused to confirm whether the incumbent, Poulter, would be included ...