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GROCER WINN-DIXIE SHIFTS AD ACCOUNT

WPP's VML Gets Assignment Formerly With Cramer-Krasselt

By Published on .

NEW YORK (AdAge.com) -- Winn-Dixie Stores moved its advertising account to WPP Group's VML, Kansas City, Mo., after splitting with independent Cramer-Krasselt, Chicago.

A spokeswoman for the Jacksonville, Fla.-based grocery store chain said the split was amicable and that the company had been satified with Cramer-Krasselt's work.

"Our company has taken some steps in a new direction and we felt it was time for a change,' said the spokeswoman.

New brand positioning
Winn-Dixie has been struggling for market share and in January unveiled a program that will include an image makover and new brand positioning. VML was hired as part of that program and had been working with Winn Dixie on business and branding strategy projects. The agency will now add the advertising and media accounts, while the grocer's Hispanic advertising assignment will remain with independent Zubi Advertising, Miami.

The spokeswoman did not give a spending amount, but Winn-Dixie spent $24 million during the first 11 months of 2003, according to TNS Media Intelligence/CMR.

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