Work Valued at $95 Million

By Published on .

NEW YORK ( -- Grocery retailer Safeway selected WPP Group's Berlin Cameron/Red Cell, New York, for advertising projects for the corporation as well as for its various stores, which include Von's, Pavilion's and Dominick's.

Mike Minasi, senior vice president of marketing for Safeway, said Berlin Cameron would be used as another resource for creative assigments on a project basis.

Will work with incumbent
Berlin Cameron will work with Interpublic Group of Cos.' Dailey & Associates, Los Angeles. Dailey, longtime agency for Von's, was given the Safeway assignment in 1998 after Safeway acquired Von's. The agency later picked up other Safeway units.

"The vast majority of the business remains at Dailey. Berlin Cameron is an extra creative resource to work on a project specific basis at this point. There is no change in the agency of record assignment. We are quite pleased with a lot of the recent work."

Calls to Berlin Cameron were forwarded to the marketer. Dailey executives declined to comment.

For January through November 2003, Safeway spent $95 million in measured media, according to TNS Media Intelligence/CMR, up from $71 million in 2002.

Safeway is headquartered in Pleasanton, Calif.

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