Loblaw has tapped the Dentsu Aegis Network to handle its media planning and buying.
Kevin Groh, vice-president of corporate affairs and communications for Loblaw Companies Limited, said the mandated review was a “routine procedure” that coincided with the end of the company’s five-year term with its current agency, ZenithOptimedia.
Groh said the review supported the company’s efforts to align its various business units, which include Loblaw grocery and brands, Shoppers Drug Mart, Joe Fresh and President’s Choice Financial.
The Loblaw, Shoppers and Joe Fresh brands will move to Dentsu before the summer, while the President’s Choice Financial assignment will remain with incumbent agency MediaCom.
Groh said Dentsu Aegis offered unique perspectives on the media landscape, as well as potential innovations, technology and the strength of the company’s owned media channels.
“Dentsu opened our eyes to new considerations,” said Groh. “We look forward to working together to anticipate and plan for the many new ways customers will intersect with our brands going forward.”
