Asda launches surprise review of Saatchi and Blue 449

Well it was proving a good week for Publicis Groupe boss Arthur Sadoun (see here) but now he’s learned that Asda, which moved everything into Publicis Groupe two years ago (creative to Saatchi & Saatchi and media to Blue 449) is reviewing the whole lot, including its multifarious other agencies.

Chief customer officer Andy Murray (who moved the above accounts) says: “The next step in our journey is to create an agency partner ecosystem that helps us drive growth in a new way of working, where big creative ideas come to life in ways that match how we want to engage with customers across channels, both physical and digital.

“We have been fortunate to have world class partners over this past year help us make great adverts, digital content, press and point of sale. We couldn’t have achieved the turnabout in results in 2017 without their help. But we need to fundamentally change the way our ecosystem works to reach and engage customers differently than we do today.”

Which is what they all say these days, of course. Walmart-owned Asda has struggled in recent years but picked up recently. Once a £100m spender it has recently cut back.

Into the trenches mes amis.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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