Asda has announced that it is ending its four-year partnership with Mischief PR.
Instead, the Big 4 grocer is now entering into a two-year roster model partnership with Cow and Finn.
The two agencies will work with the Asda PR team on a project basis throughout the year.
Asda will also bring its consumer press office in-house – creating new vacancies, which includes press office manager and senior press officer positions to its team of in-house experts.
“We’ve had a great partnership with Mischief over the last four years and delivered some great work together that we are really proud of, but the time is right for us to expand our in-house team of experts in a new and exciting way”, an Asda spokesperson said.
“We heard from some fantastic agencies through the pitch process, but when we met Cow and Finn we knew we’d found the right combination of retail understanding, creative flair and ‘getting’ Asda and our vision.
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“We’re looking forward to working alongside both agencies in the coming months and delivering some fantastic campaigns.”
Cow founder and managing director Sian Morgan added: “This is a really significant and exciting time to join the Asda roster and the opportunity for us to work together on delivering high-impact, creative work.”
Finn founder Richard Rawlins concluded: “We are beyond excited to be appointed to the Asda roster.”
“As experts in progressive FMCG communications the chance to work with an iconic grocery retailer is a massive moment in our agency history. We can’t wait to get stuck in.”
Asda will continue its existing partnerships with Morrow Communications in Northern Ireland, Lee Publicity for George and IMP for social media storytelling and listening.
