Safeway Adds WPP Unit to Agency Lineup

NEW YORK Safeway has added WPP Group’s Berlin Cameron/Red Cell to its advertising roster, the client confirmed.

Safeway uses Dailey & Associates in West Hollywood, Calif., as its lead creative agency for broadcast creative and broadcast media planning and buying, said Michael Minasi, senior vice president of marketing for Safeway.

Berlin Cameron won a project from Safeway in January, Minasi said but he would not discuss details and said that adding Berlin to the roster does not affect Safeway’s relationship with Dailey. He said Berlin’s assignments were given without a review.

“Berlin will not be the full agency of record,” Minasi said. “We’re treating them as a creative resource and working with them on a project basis. They’re a fairly hot, noteworthy agency of late so we met with them late last year.”

Berlin Cameron executives declined to comment.

Safeway Inc., based in Pleasanton, Calif., has about 1800 stores in North America, according to its Web site, Safeway.com, and operates regional supermarket brands such as Vons in Southern California and Randall’s Food Markets in Texas.

Safeway spent $105 million in media in 2003, according TNS Media Intelligence/CMR.