Woolworths: struggled over Christmas
High-street retailer Woolworths has pooled its media planning business into Zenith Media from Bates UK.
Zenith already buys for the retail chain, which spent in the region of £27m on advertising last year.
Woolworths' head of media and public relations, Nicole Landers, has confirmed the move.
She said: "Our contract with Bates was coming to an end,
so we decided to pool our planning and buying strategy into one agency."
It is the first major marketing decision by the company since former Asda home shopping chief Octavia Morley took over as marketing director in September last year.
Her brief was to oversee advertising and marketing following Woolworths demerger from its parent company Kingfisher and its subsequent flotation on the stock exchange.
Woolworths struggled over the Christmas period. Despite
undertaking a £7m TV advertising campaign, its like-for-like sales fell 3.5% in the nine weeks to January 5.
the advertisements featured a number of celebrities - including Mike Reid and Ant and Dec - being distracted by Woolworths' range of goods as they entered the store.