Safeway Could Move Dominick’s

In a move that could affect the account of Chicago-based Dominick’s Supermarkets, Safeway in California has moved the creative portion of its estimated $30-35 million ad account to Dailey & Associates from longtime partner McCann-Erickson.
McCann in San Francisco will retain media duties on Safeway, said a client representative. The agency is also still in the company’s creative picture, said sources, and may be considered for creative and/or media duties on the 112-store Dominick’s chain, which Safeway recently agreed to acquire for $1.2 billion.
BBDO Chicago currently handles ads for Dominick’s.
Dominick’s executives could not be reached for comment. McCann executives declined to comment.
Brian Morris, president of Dailey in West Hollywood, Calif., said his shop has been working with Safeway since the company acquired the Arcadia, Calif.-based Vons Markets and Pavilions chains last year. Dailey already handles creative duties on Vons’ estimated $25-30 million account.
Western International Media, Los Angeles, continues to handle media buying for Vons.
“There is a lot of commonality of programs,” said Morris. “Much of the work we’ve done for Vons is relevant to Safeway. We’ve gotten to know each other over time.”
Pleasanton, Calif.-based Safeway, which operates some 1,300 stores nationwide, spent about $28 million on ads in 1997, and $16 million in the first half of 1998, according to Competitive Media Reporting.