Loblaw has changed its media agency, announcing it has signed on with Dentsu Aegis Network, following a review of all of its brands, including Loblaw grocery stores, Shoppers Drug Mart, Joe Fresh and President’s Choice Financial.

The review came following the end of a five-year term with ZenithOptimedia, and was part of the company’s standard procedure, said Kevin Groh, VP of corporate affairs and communication, Loblaw Companies Limited. Bringing the brands under one agency also fits in with Loblaw’s plan to align its businesses wherever possible, he added.

Dentsu picked up the account for Loblaw grocery stores and Joe Fresh, and retained its work with Shoppers Drug Mart. President’s Choice Financial will remain with its incumbent, MediaCom. Groh said Dentsu “opened our eyes to new considerations,” during the review process.

The transition of Loblaw grocery stores and Joe Fresh to Dentsu from ZenithOptimedia will take place prior to the summer, according to Groh.

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