Sainsbury's £10m direct work joins agency review

by Ben Carter, Marketing 02-Mar-05, 13:52

Sainsbury's has begun a review of its £10m direct marketing business, which is currently held by Proximity London.

In addition to its creative review, the supermarket is working with intermediary the Haystack Group on a review of its direct business.

The supermarket spent £5m on direct marketing last year, according to Nielsen Media Research. However, sources have indicated that the business is actually worth more than £10m.

Sainsbury's has held 'chemistry meetings' with several ad agencies in the past few weeks. These are: Bartle Bogle Hegarty, DDB London, Delaney Lund Knox Warren & Partners, JWT, Leo Burnett, McCann-Erickson London and TBWA\London.

Sainsbury's will decide this week whether to hold a compe-titive pitch against Abbott Mead Vickers BBDO and then announce a shortlist. If a pitch goes ahead, Jamie Oliver is expected to be axed as the face of the brand.

Sainsbury's, which has denied it is reviewing its direct business, is also considering a review of its £56m media buying and planning account held by PHD.