Safeway Narrows Ad Agency Search to Six

Finalists in $200 Million Review Will Be Named in July

By Published on .

COLUMBUS, Ohio (AdAge.com) -- Safeway today narrowed the field to six agencies bidding for its $200 million account.
Earlier this month Safeway ended a nearly decade-long relationship with Dailey & Associates.
Earlier this month Safeway ended a nearly decade-long relationship with Dailey & Associates.

New York-based agencies still in the running are Havas' Euro RSCG, Interpublic Group of Cos.' McCann Worldgroup and WPP Group's Y&R Brands. Interpublic's Campbell-Ewald, Warren, Mich., along with Omnicom Group's DDB, Chicago, and Goodby Silverstein & Partners, San Francisco, were also asked to make presentations next month, according Pile & Co., the Boston-based search firm managing the review.

The former agency
Earlier this month, the Pleasanton, Calif., chain ended a nearly decade-long relationship with Interpublic's Dailey & Associates, West Hollywood, Calif., a little more than a year after Dailey helped Safeway reposition itself in the marketplace with the tagline "Ingredients for Life."

Safeway has not ruled out splitting the account between multiple agencies and has said it is reviewing broadcast creative, strategic planning, broadcast media planning-and-buying and promotional marketing.

The review is being led by Safeway's chief marketing officer, Brian Cornell, who joined Safeway two years ago, after serving as president of PepsiCo's North America food-services division. A group of finalists will be identified in late July, according to the search consultant.
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