It’s back to school for everyone – including AMV BBDO and George at Asda

It’s all change at the UK’s biggest agency by billings AMV BBDO with long-time CCO and chairman Paul Brazier to be succeeded as CCO by Alex Grieve (Grieve’s partner Adrian Rossi has gone off to Grey) and a new management in place following the departure of Cilla Snowball, the face of the agency for decades.

CEO Sarah Douglas says: “Braze has always been a deeply talented creative thinker. He helped shape AMV’s output for 27 years. He was a friend to clients and a great ambassador on the industry stage. We are excited to see where his talents take him next and he leaves with our warm love and gratitude.”

AMV had a better Cannes than any of its UK peers (hardly a strong field to be fair) and now has the Asda supermarket account to replace another pillar of the agency, Sainsbury’s.

Its first Christmas effort for Asda was no better than OK but here’s a back to school effort for clothing brand George at Asda, enlisting those kids’ favourites, monsters, in the cause.

Asda too needs a reboot after the failed merger with Sainsbury’s and stories that owner Walmart wants out, devoting its efforts to taking on Amazon in the US.

But it’s a great chance for AMV to show it can bring something new to the UK supermarket ad scene, currently more noted for diversity box ticking than anything likely to persuade us to abandon the mobile or mouse to enter these rather dated emporia.

A good effort.

MAA creative scale: 7.

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About Stephen Foster

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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.