Sainsbury’s looks for ‘fresh perspective’ as it ends 40-year relationship with AMV BBDO

Sainsbury’s has parted ways with AMV BBDO following a near 40-year association after appointing Wieden+Kennedy as its new creative agency. The change means W+K has won back a major supermarket having lost Tesco last year to BBH.The move is surprising given AMV BBDO’s recent successes on the Sainsbury’s account, which have included award-winning festive campaigns such as Mog the Cat and the WW1 Christmas Truce.
However, under AMV BBDO, some analysts have accused Sainsbury&r