Asda hands £12m brief to Leeds-based Brilliant

Asda has appointed Leeds-based media agency Brilliant Media to handle its regional and local media buying and planning business, in place of Carat. The business is understood to be worth &£12m. Historically, Asda has spent about &£5m on regional and local marketing.

The move comes after Asda brought in auditors to examine how it handles regional marketing (MW July 21).

Asda says the appointment will not affect Carat’s hold on its national business. The retailer spent &£38.9m for the year to March 2005 on media buying, according to Nielsen Media Research. It is understood that Asda will boost its local and regional marketing in a tactical response to increasing competition between supermarkets.

It is also having to produce tailor-made communication strategies for standalone George clothing outlets and Asda Living stores.

Brilliant managing director David Moutrie says: “Regional and local marketing is increasingly important to Asda and with our strong retail credentials, we feel perfectly placed to offer Asda the service and expertise it requires in an increasingly competitive market.”

Brilliant also works for DFS, Dolphin and Moben.

The changes to the media roster follow the appointment of Asda’s new president and chief executive Andy Bond, who announced a new structure and 1,400 job losses as part of an effort to make the company more competitive.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here