Safeway Taps Dailey | Adweek Safeway Taps Dailey | Adweek
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Safeway Taps Dailey

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LOS ANGELES--National food and drug retailer Safeway has awarded its creative shop, Dailey & Associates, media planning and buying duties for its seven chains, an assignment worth an estimated $100 million.

Dailey, an Interpublic Group of Cos. agency based in West Hollywood, Calif., won the business without a review. The incumbent on planning was J. Walter Thompson in Detroit. Buying was handled by various offices of JWT's media-agency sibling MindShare.

Dailey president Brian Morris said the win "really reflects on our strong media department.

"It shows a lot of faith in our capabilities," he added.

Debra Lambert, corporate director of public affairs for Safeway, declined to give details about the decision to move media to the company's creative and marketing shop. "We consider that strategic," she said.

Clearly, though, persistence paid off for Dailey. After Dailey won creative for Vons in 1994, Safeway acquired the supermarket retailer three years later. As Safeway went on to acquire additional chains, Dailey pitched the retailer on each individual acquisition until the shop was named creative agency for all the retailer's brands late last year.

Included in the media assignment are buying and planning for Safeway, Vons and Vons Pavilions supermarkets, which are mostly in the western U.S.; Chicago-area retailer Dominick's Supermarkets; Alaskan grocery chain Carr-Gottstein Foods; Texas chain Randall's Food Markets; and Genuardi's Family Markets, which operates supermarkets on the East Coast.

Dailey handles various retail accounts, including Southern California Ford Dealers Association, El Pollo Loco, and Honda Motorcycles and Scooters. The agency claims billings of about $470 million.


Safeway operates approximately 1,700 stores around the country.