Asda chief scoops branding role

Asda, the UK’s third biggest supermarket, has promoted its head of marketing Andy Bond to the position of director of brands.

In his new role Bond will be responsible for developing the supermarket’s own-label product ranges.

He will continue to report to Asda marketing director Richard Baker, who was promoted six weeks ago (MW June 10).

Baker, who is responsible for the Asda brand, customer service and marketing, was appointed after a six-month gap, following the departure of Stephen Kane, who became chief executive of Carlton Communications.

Asda chief executive Allan Leighton oversaw the marketing role.

Prior to that Baker was the supermarket’s managing director for the North-west.

Bond’s role has been filled by Steve Johnson, formerly Asda’s corporate marketing director.

The £7bn takeover of Asda by US retail giant Wal-Mart was approved by the European Commission last month.

The chain’s advertising account was worth £29m last year.

Publicis was appointed as creative agency ten years ago, while Carat – then TMD Carat – was hired to handle media planning and buying in June 1994.

Asda says long-standing relationships with its advertising and media agencies will be unaffected by the takeover.

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