Asda to Assess Creative and Media Agency Partnerships to Meet Changing Customer Needs

Asda has initiated a review of its creative and media accounts to ensure that its current suppliers continue to “offer uncompromising value to our customers.” This strategic move aims to adapt to the evolving needs of its customer base, as highlighted by Campaign.

Responding to Customer Evolution

The agency review has been prompted by the acknowledgment that customer preferences “continue to evolve and change.” To manage this process, Asda has enlisted the business agency Ingenuity to oversee the review, adhering to the principles of the ‘Pitch Positive Pledge.’ This initiative encourages advertisers, agencies, and partners to enhance the pitching process within the industry.

Commitment to Improved Practices

As part of this commitment, both Asda and the agencies competing for the account will modify traditional pitching practices. The goal is to “improve mental health, cause less wastage, and reduce costs” during the pitching process, fostering a more sustainable and supportive environment.

Havas London’s Role

Creative agency Havas London has managed Asda’s last two Christmas advertisements and is currently working on the upcoming seasonal campaign. It is anticipated that Havas will re-pitch for the account as part of this review process.

Ongoing Changes to Enhance Customer Experience

This review is part of a broader strategy by Asda to address and support its customers’ evolving needs. Last month, the supermarket unveiled a plan to provide a “more consistent experience” and improve product availability. Additionally, in August, it announced an increase in staff at manned checkouts to further enhance service quality.