Food Lion Shifts Creative Account in Atlanta

Leaves Ogilvy for Ames Scullin O’Haire; O&M Retains Media
ATLANTA–Ames Scullin O’Haire has wrested creative duties from Ogilvy & Mather on the estimated $18 million Food Lion Supermarkets account, according to sources.
Client spokesperson Chris Ahearn denied that the move had been made, saying only that Ames Scullin O’Haire had been awarded “one creative project. Our agency of record is still Ogilvy & Mather.”
Sources in Atlanta, however, said an an-nouncement was made last week at Ogilvy that the creative portion had been lost. Media will remain at O&M here. Ogilvy managing director Ian Latham and account head Bob Coyle did not return calls. The agency’s previous account director for Food Lion, Robin Foster Johnson, left to join the Salisbury, N.C., client last year.
Sources initially contacted Adweek weeks ago, saying an extensive new campaign for Food Lion had been rejected and that the incumbent was told to create another, this time in a competitive pitch.
When asked about the aborted Ogilvy campaign, Ahearn said, “I can’t get into that.” She said she could neither confirm nor deny that Ames would be breaking a new campaign for Food Lion.
ASO managing director John Ames spent 16 years at Ogilvy, overseeing the Food Lion account for about half that time. He left in 1996 to open his Atlanta shop and was soon awarded Food Lion’s smaller Kash N’ Karry Supermarkets. Competitive Media Reporting cites 1999 ad spending through November at $3.2 million for the subsidiary.
Separately, Atlanta-based UPS last week confirmed it has formalized its relationship with ASO to develop regional campaigns. The ongoing assignment stems from a project the shop did last fall to promote the client’s role in delivering two pandas from China to the Atlanta Zoo.
Client director of advertising Rick Radermacher said UPS consolidated numerous local accounts into one assignment, which does not affect lead agency Lowe Lintas in New York.