Goodby Silverstein Drops Out of Safeway Ad Review

DDB and Euro RSCG Still in Running for $200 Million Account

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COLUMBUS, Ohio (AdAge.com) -- Despite making it into the final round for the $200 million Safeway account, Goodby, Silverstein & Partners, San Francisco, has withdrawn from the review that began more than two months ago.
'Not enough manpower'
"There's not enough time and manpower to do a good job," said Harold Sogard, Goodby's vice chairman. "We have so much else cooking. We just didn't have enough resources." When asked whether "so much else cooking" meant another review, he said, "I don't think I can say just yet."

Now that the Omnicom Group shop has dropped out, only two finalists remain: sibling DDB, Chicago, and Havas' Euro RSCG, according to Pile & Co., the search firm handling the review that kicked off in early June.

The Pleasanton, Calif., chain had already cut from a field of six agencies that included Interpublic Group of Cos.' McCann Worldgroup, WPP Group's Y&R Brands and Interpublic's Campbell-Ewald, Warren, Mich.

Long relationship ended
In early June, Safeway ended a nearly decade-long relationship with Interpublic's Dailey & Associates, West Hollywood, Calif., a little more than a year after the agency helped Safeway reposition itself in the marketplace with the tagline "Ingredients for Life."

Final presentations begin next week at the company's corporate headquarters, according to Pile & Co. Safeway declined to comment on the ongoing review.