Grocery giant Supervalu has tapped Dailey & Associates to handle advertising creative for several grocery banners, including Albertsons, Acme, Jewel-Osco and Shaw's.

At the same time, Supervalu has begun a search for its first-ever CMO, a post that the company formed last month following its June purchase of Albertsons (PROMO Xtra, May 15, 2006).

West Hollywood, CA-based Dailey picks up the Albertsons' ad work from Duncan & Associates, Los Angeles, which has handled Albertsons' advertising (including Jewel, Acme and Shaw's) for 11 years.

The grocer has been "very pleased" with Duncan's work, but needed a fresh approach, said Supervalu spokesperson Haley Meyers: "As we continue to build our new enterprise and develop our marketing competency, we believed that a new outlook and direction were required."

Dailey had handled Safeway's advertising; that grocer shifted its account to DDB Chicago in August.

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