Sainsbury's Supermarkets | Company Profile, Marketing Contacts, Media Spend, Brands
Sainsbury's Supermarkets one of the largest grocery chains in the UK. The company offers a wide selection of grocery, home, and personal products through retail and online operations.
|Main Telephone||020 7695 6000|
|Main Fax||020 7695 7610|
Sainsbury's Supermarkets ContactsContacts (5/16)
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|John R.||Chief Executive Officer||London|
|Mike C.||Chief Executive Officer||London|
|Andy D.||Chief Data Officer||London|
|Kevin O.||Chief Financial Officer||London|
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TV, Digital Campaigns Imminent: Sainsbury’s drops AMV/BBDO for W+K ahead of Christmas push
Subject: TV, Radio, Print, Outdoor, Door Drop, Direct Mail, Digital, Cinema.
Company: Sainsbury’s Supermarkets
Opportunity: Following the Wieden & Kennedy. The new agency will transition to the estimated £60m advertising account over the next few months, while incumbent AMV BBDO works on the 2016 Christmas campaign.
Sellers are encouraged to be part of the planning process with W+K and jump on revenue tied to the AMV BBDO-led Christmas push.
Q4 is the biggest advertising period for big supermarkets and when they all try to outshine each other, so expect heavy spending ahead. Look for high-profile TV campaigns, Sainsbury’s bread and butter, but increased digital and outdoor as well.
So far this year, 41% of its desktop ads have run site-direct with the majority of sites within news, arts/entertainment and technology categories. PHD Media handles media planning and buying.
Media Spend: Last year, Sainsbury's spent over £112.7m on media, predominantly on TV, press and direct mail with less being put towards radio, outdoor, cinema, door drop and digital. Peak spending occurs Q4-Q1 as well as Q3 for picnic season. However, this year has seen cinema take a back seat to increased outdoor and digital.
Digital Breakdown: So far this year Sainsbury's has spent £2.2m on desktop ads (277 unique creatives), which have generated 136m impressions. The peak period for impressions was in Q1 but this is nowhere near what is expected in Q4. Top destinations have included ebay.co.uk, msn.com, itv.com and foodnetwork.co.uk, according to Pathmatics. See the chart for a breakdown of desktop impression sources.
As for mobile and tablet, the supermarket has spent £710k on 241 unique creatives, generating 77.2m impressions. Top destinations were ebay.co.uk, boots.com and complex.com with a similar impression source breakdown.
Video got £60k with nearly 5m impressions with the majority running through the DSP Videology and 5% running site-direct. Top destinations were msn.com, aol.co.uk, ibtimes.co.uk and mtv.co.uk.
In comparison, during the same period last year the company spent just £317k on desktop (68.3m impressions with 50% using an ad network), £30k on mobile/tablet (11.7m impressions, 86% using an ad network) and £44k on video (1.7m impressions, 43% running via DSP).
London EC1N 2HT,
020 7695 6000
Ms. Sarah Warby
Ms. Sophia Weir
Head, Media & Advertising
Mr. Tom Stimpfig
Broadcast Planner & Buyer
Mr. Martin O'Brien
Digital Group Manager