CHICAGO Publicis Groupe's Fallon in London has picked up creative duties on Asda's estimated $90 million account after a shootout against sister shop Publicis, which had held the retail business for 17 years.
The move came after the supermarket chain in October named Rick Bendel marketing director, overseeing the account. He had previously been COO at Publicis and had also run the business for a time at that shop's London office.
"It was extremely competitive as you'd expect, but Fallon just clinched it. We were particularly impressed by their fresh approach to our business and their creative flair," said Bendel, in a statement.
"Both ad agencies are part of Publicis Groupe, so despite the shift in focus, our long-standing relationship with the wide organization is set to continue," he said.
Fallon's duties will include TV, radio and print advertising. The company's campaign has revolved around the theme "More for you—for less."
The Asda supermarket chain is a one of the U.K.'s largest. It is a unit of Wal-Mart in Bentonville, Ark.