The changing face of Sainsbury's: Behind the grocery giant's new direction

The article explores the new marketing direction of UK grocery retailer Sainsbury's including customer experience improvements and agency changes.

The changing face of Sainsbury's: Behind the grocery giant's new direction

Brooke Hemphill

Change is in the air at UK supermarket brand Sainsbury's.

In late 2016, the iconic grocery retailer moved its advertising account - reportedly worth £60m - to Wieden & Kennedy, effectively ending a 35-year-relationship with incumbent Abbott Mead Vickers BBDO. Marketing director Sarah Warby exited in Januarywith the business not expected to replace her following a restructure of the marketing team. Then in February, m/SIX - a joint venture between The & Partnership and WPP's GroupM - nabbed Sainsbury's media business from PHD...

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