German-owned discounter Lidl is arguably the UK’s current best-performing supermarket – so it’s no surprise that it’s reportedly reviewing its creative account, currently at Droga5.
When your clients are doing well you’d expect them to stay put but that’s rarely how it seems to work.
Lidl has been all over the airwaves recently – with one rather mystifying element. It’s line is ‘Lidl – More to Value.’ But what does this mean? It has more stuff that’s valuable or there’s more to it than value – cheap prices. Is it quality?
Anyway it’s a big opportunity for some agency to make themselves famous as supermarkets in the UK still seem to value advertising, even ones like Asda and Morrisons currently labouring under disastrous private equity deals which have left them with mountains of debt. But the perceived wisdom seems to be that you have to be out there.
Droga5 is repitching it seems in a review being handled by the AAR. D5 is now part of Accenture Song, which so far hasn’t flown as creator David Droga presumably hoped it would even though it claims to rival the biggies – Publicis, Omnicom and WPP – in terms of turnover.
So a pretty important creative pitch even though Lidl is also currently reviewing media – which tends to complicate matters. Especially in holding companies who often find themselves throwing creative in for little or nothing.
