M&C, which likes to promote its ‘Brutal Simplicity of Thought’ mantra, is also famous for its brutal simplicity of account moving strategy and the appointment of Lawes, one of the many who had a purchase on Tesco’s ‘Every Little Helps’ tag line (now under review according to some retail wizards) in his days at Lowe Howard-Spink, may be part of a well-laid plan.
M&C recently lost the £50m Dixons retail account to AMV/BBDO, after about a hundred years, leaving a huge gap in its portfolio (and income). The agency was tipped by some (including me) to be a big contender for Tesco’s £140m account when it left Lowe breakaway TRBR (formerly home to Lawes) two years ago.
But Dixons, then an M&C account, competed with Tesco in electricals, so M&C was not included in the pitch. The account subsequently moved to Wieden+Kennedy.
So M&C, it’s safe to say, is positioning itself for a pitch to Tesco or another big supermarket chain. A decade or so ago it managed to extract Sainsbury from the clutches of long-time agency AMV/BBDO for a couple of years but Sainsbury then returned home.
So we’ll see. Don’t be surprised if M&C lands a big supermarket some time soon.