Fallon has scooped the £45m Asda advertising account following a two-way pitch against incumbent Publicis. The decision will come as a major blow to Publicis, which has handled the business for 17 years.
Fallon, which is also part of Publicis Groupe Network, will now handle all of the retailer’s TV, radio and press advertising. It is thought that a major TV campaign is planned for later this year.
The two agencies were asked to demonstrate “a passion for Asda’s business, creativity and ideas for future ad campaigns”. The pitch was held in the run up to Christmas.
Asda group marketing director Rick Bendel says: “Both ad agencies are part of the Publicis Groupe so despite the shift in focus, our long-standing relationship is set to continue. We can’t wait to get cracking with the first campaign.”
The review was the first to be overseen by Bendel, who joined the retailer from Publicis, where he was chief operating officer, last October.
Publicis created a variety of campaigns for the retailer over the last 17 years including the recent More for You For Less, which focused on its range of Extra Special premium food range, clothing and Great Stuff kids meals.
The appointment does not affect Asda’s relationship with Publicis Blueprint, which handles the consumer magazine.