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National food and drug retailer Safeway has awarded Dailey & Associates, its creative agency, media planning and buying duties for its seven supermarket chains. The assignment is worth an estimated $100 million.
Dailey, an Interpublic Group 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 MindShare, JWT’s media agency sibling.
Dailey president Brian Morris said the win “really reflects on our strong media department” and “shows a lot of faith in our capabilities.”
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