Asda has appointed Havas London as its new creative agency after a “competitive pitch process.”

The marketing company saw off rivals including Publicis Groupe and incumbent Abbott Mead Vickers (AMV).

It will be responsible for developing the Asda and George brands, launching the Big 4 grocer’s social responsibility campaign in the autumn.

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“The Havas team’s strategic thinking and creativity really stood out and we look forward to working with them,” Asda vice president Eildih MacAskill said.

“We would also like to recognise the AMV team for their fantastic work and partnership over the last three years in helping us land some memorable campaigns.”

Havas’ clients include a number of familiar supermarket brands, such as John West, Heinz and New Covent Garden Soup.