Sainsbury’s is planning to ramp up its digital marketing activity by appointing a roster of agencies to support its incumbent on the account, Dare.
The retailer has approached a number of agencies through the AAR to meet what it calls “a growth in digital needs”.
The company has worked with the likes of Tullo Marshall Warren, AKQA, Big Mouth Media and McCann Manchester in the past.
Dare has worked on the business since 2010, devising Sainsbury’s online advertising strategy and creating digital advertising. The agency scooped the account following a four-way pitch that also included Abbott Mead Vickers BBDO, Altogether Digital and i-Level.
However, with rival retailers including Tesco, Waitrose and even Marks & Spencer boosting their personalised marketing, it is understood Sainsbury’s wants to keep up with the market.
Back in 2011 the company strengthened its online management team by recruiting former Ocado chief Jon Rudoe as director of online and promoting Tanya Lawler to the new role of director of digital. In its latest results, posted last month, it revealed the online grocery division had increased sales by nearly 20% year on year.
A company statement said: “Since we appointed Dare, the digital landscape has diversified and our digital needs have grown. We need to respond to this by drawing on a wider resource base. Dare continues to be a valued agency partner and will take its place on the digital campaign roster without any need to take part in a selection process.
“We will also continue to work together on a number of our owned media properties, including the Live Well For Less website. We look forward to the relationship going from strength to strength.”
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