London isn’t national

Bizarre story in How Do about Morrisons’ new chief executive, Marc Bolland, is moving the supermarket’s £37m media buying out of Mediaedge:cia Manchester into the same agency’s London office.

How Do cites the reason as Marc Bolland “is keen for the supermarket to shed its perceived northern image and rather project itself as national”.

I can think of several reasons why this doesn’t make any sense:

1) Being in London tends to make companies/people have LESS of a national outlook as London is such a big market they struggle to see beyond it to the rest of the UK. If you’re in a smaller market you can’t afford to be that blinkered so have to have a more national outlook.

2) If it’s staying with the same agency then both of its offices should be offering the same level of service. Personally I’d be very alarmed at giving any work to an agency that couldn’t offer consistent service and quality.

3) It’s media buying and planning. The fact that the person that sits behind a desk doing it is in London, Manchester or Bristol doesn’t have any affect on what the public think about you.