Both agencies are part of the SSF network. SSF says the shuffle was prompted by growth in the supermarket’s communication activity and Saatchi & Saatchi is thought to be better placed to handle the volume of work required by Asda.
Mark Sinnock, Asda marketing director says that the move will “maximise opportunities for growth and the development of the Asda brand”.
The account is thought to be worth £75m.
Fallon will continue to handle the ad account for Asda’s clothing brand, George.
Earlier this year, Fallon revived Asda’s “pocket-tap” in an advertising campaign to reinforce the supermarket’s value credentials and tap into the trend for nostalgia marketing.
In March, Mark Sinnock, former chief strategy officer at Fallon, moved to Asda to take the role of marketing director.
Fallon has handled the supermarket’s ad account since 2007, when Rick Bendel, Asda group marketing director and former Publicis chief operating officer, moved the account from Publicis.