Former Asda CMO Rick Bendel leaves Walmart

Rick Bendel is leaving Asda owner Walmart after more than 20 years working on its marketing.


Bendel first worked on Asda’s marketing in 1992 while at advertising agency Publicis. He is credited with playing a part in some of the retailer’s major marketing moves, including the launch of its “Rollback” concept in 1999.

Walmart poached Bendel from Publicis in 2006, giving him a board role as Asda’s group marketing director. He was appointed chief marketing officer in 2009 but left last year to take on a project-based international marketing role and was replaced by the firm’s China marketing chief, Stephen Smith.

His decision to leave Walmart is effective from 25 October, with the firm saying he will now “embrace other challenges”. Walmart is not commenting on plans to replace Bendel.

Asda president and CEO Andy Clarke says: “Last week, Rick told me about his decision to leave Walmart. I first worked with him in 1992 and have come to regard him as a great colleague and friend. His contribution to our business is immense. On behalf of every Asda colleague, we wish him well.”

Click here for Bendel’s insight into how marketers run retail businesses.

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