GB: Sainsbury's reviews its creative account - How did the retailer do under the incumbent agency?
Sainsbury's is reviewing its creative account and has reportedly engaged in conversations with agencies over the past two weeks. Incumbent agency, Wieden & Kennedy London (which took charge of the retailer’s £60 million ad account in August 2016) will not be repitching. The supermarket chain’s creative agency of record for nearly seven years, Wieden & Kennedy (W&K) held the account through the pandemic as well as the cost-of-living crisis.
How did Sainsbury's fare with W&K handling its creatives?
Since winning the account in August 2016, Wieden & Kennedy has worked on a number of campaigns for the supermarket chain, including several of the retailer’s annual Christmas-season ads. Most recently, the agency worked on a rebrand for Sainsbury’s in 2021.
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Sainsbury’s Ad Awareness scores have remained more or less unchanged since 2016. The metric - which indicates how many and which consumers are noticing the brand’s advertising - grew from 24% in 2016 to 27% in the year after, 2017. As of 1 January 2023, the retailer’s Ad Awareness score stood at 23%.
The brand’s Quality metric - which measures whether the brand represents poor or good quality – improved from a net score of 44 in 2016 to 47 in 2023.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day.
Sainsbury's Ad Awareness score is based on the question: Which of the following supermarkets have you seen an advertisement for in the past two weeks? and delivered as a percentage. Its Quality score is based on the question: Which of the following supermarkets do you think represents good quality/poor quality? and delivered as a net score between –100 and +100. Its Index score is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation and delivered as a net score between –100 and +100. Scores are based on an average daily sample size of 29876 GB adults between 1 January 2016 and 9 February 2023. Figures are based on a yearly periodicity. Learn more about BrandIndex.
Photo by John Cameron on Unsplash