Woolworths’ relationship with market research firm The Leading Edge ends
The relationship between Woolworths Supermarkets and market research supplier The Leading Edge has come to an end.
The consultancy confirmed that it was no longer working with the retailer, but would not say why.
Woolworths Supermarkets called a review of its creative and market research agencies at the beginning of November, with incumbents M&C Saatchi and The Leading Edge put on alert.
The pitch, which was called to tackle what Woolworths Supermarkets director Tjeerd Jegen called the brand’s “inconsistent” marketing, is still at the credentials stage.
The client is expected to have drawn up a shortlist by early in the new year. M&C Saatchi confirmed that it is still in the running.
In Woolworths’ current ad campaign, created by M&C Saatchi, the company is using an idea imported from New Zealand by the new marketing director of its supermarkets division, Elizabeth Ryley.
Woolies had not responded to Mumbrella’s calls at press time.
Fallout from grocery wars
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