Regional grocery chain Meijer has shifted its media account after a review.
Doner Media in Southfield, Mich. will handle planning and buying for the retailer, which is based in Grand Rapids, Mich. Annual media spending is estimated at more than $30 million.
The new agency succeeds Empower MediaMarketing in Cincinnati.
The review, which was managed by Potomac Group in Fredericksburg, Va., pitted Empower against Doner, Bernstein-Rein in Kansas City, Mo., and Zimmerman Advertising in Fort Lauderdale, Fla., according to sources.
Doner Media, a unit of MDC Partners' Doner, also works for the likes of Arby's, AutoTrader.com, Smithfield Foods, the PGA Tour, O'Charley's and the UPS Store.
In a statement, Marisa Thompson, vp of marketing strategy and planning for Meijer, said that the new agency will "help us creatively and effectively tell our brand's story to ensure our community presence grows while we also grow as a company."
Creative responsibilities were not in play and remain split at The Distillery Project in Chicago.
Meijer has some 204 stores in Michigan, Ohio, Indiana, Illinois and Kentucky. In fact, Doner staffers have shopped at the chain for years, said David DeMuth, co-CEO and president of the agency. Must have helped with the research.