Asda has launched a review of its creative and media accounts, in a bid to ensure its current suppliers continue to “offer uncompromising value to our customers”.
The grocer said its agency review was prompted by the needs of its customers which “continue to evolve and change”, according to Campaign.
It is understood that the process will be overseen by business agency Ingenuity and follow the guidelines set out in the supermarket giants’ commitment to the ‘Pitch Positive Pledge’ – an initiative that advertisers, agencies and partners can sign up to, to “enhance pitching” within the industry.
This means both Asda and the agencies pitching for the account will be amending traditional pitching practices in a bid to “improve mental health, cause less wastage and reduce costs”
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Creative agency Havas London has been responsible for the supermarket’s last two Christmas adverts and is currently working on its upcoming seasonal campaign. It is expected to repitch for the account.
It comes amid a series of changes Asda has made in recent months in a bid to address and support its customer’s evolving needs.
Last month, it unveiled a plan to deliver a “more consistent experience” and up its current availability levels. Later in August, it announced it was increasing the number of staff on manned checkouts.
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I can save them a pile of money.
Customers needs are goods on shelves, fair EDL Prices and staff bums on checkout seats – not 90% self-checkouts.
This correlates with their cratering market share.