Loblaw’s media account under review

The retailer has put the account, which is currently with ZenithOptimedia, up for review.

There’s a major account up for grabs to start 2015, with news that Loblaw Companies has put its media agency work up for review.

The account is currently with ZenithOptimedia, which recently launched a “Crave More” campaign for the company, aiming to align the brand with food-savvy consumers. The agency didn’t respond to questions about whether or not it will be participating in the review.

Details on whether or not the review also includes Shoppers Drug Mart were not confirmed by Loblaw, nor was the timeline on when the review will wrap.

“While we are in fact undergoing a review of our media buying services, we do not intend to provide any details or updates publicly, until it is complete,” said Kevin Groh, VP of corporate affairs and communication at Loblaw.

Loblaw switched creative agencies in March, moving the account to John St. from Bensimon Byrne.

Loblaw has more than 2,300 corporate, franchised and associate-owned locations, with about 192,000 full- and part-time employees.

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