Dailey Adds $100 Mil. Safeway Media Account

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.”

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 has paid off for Dailey. The process began in 1994 when the shop won the creative account for supermarket retailer Vons, which Safeway acquired three years later. Safeway then went on to acquire a number of additional chains, and Dailey pitched the retailer on each one; it was named creative agency for all the retailer’s brands late last year.

Included in the media assignment are buying and planning chores for Safeway, Vons and Vons Pavilions supermarkets, which are mostly spread across 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.

In total, Safeway operates approximately 1,700 stores around the country.

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