SAFEWAY BUSINESS UP FOR GRABS
By Adnews Staff
Eight agencies are battling it out for the account of the Calgary-based supermarket chain Canada Safeway. The Calgary agencies involved are: Highwood Communications, FWJ Communications, Parallel Strategies, Watermark Advertising Design, Ogilvy & Mather/West and The Venture Group. The Vancouver agencies in the competition are incumbent Palmer Jarvis Communications and its media division Kaizen Media Services. A decision is expected early this month. The 220 outlet grocery chain has been with PJS for 10 years but wanted to have a review because "we decided to see who else might be interested, and to make certain we had the right focus on our account," public relations vice-president Jim Waters told Adnews this week. According to Neilsen Marketing Research estimates, Canada Safeway spent $10.7 million on advertising last year. The chain stretches from Vancouver to Thunder Bay.