Asda Appoints Havas London as New Creative Agency

Asda has today confirmed the appointment of Havas as its new retained creative agency following a comprehensive pitch process.

The Havas partnership will see the agency take responsibility for the strategic development of the Asda and George brand and the supermarket’s CSR programme, starting with the September campaign. It also includes creative development and execution for the Asda brand.

Eildih MacAskill, Asda vice president of creative & marketing, said: “We are delighted to have appointed Havas London following a highly competitive pitch process. We are looking for a true partner agency that understands the Asda personality and can bring this to life for our customers and the communities we serve. The Havas team’s strategic thinking and creativity really stood out and we look forward to working with them.

“We would also like to recognise the AMV team for their fantastic work and partnership over the last three years in helping us land some memorable campaigns, and we wish them all the best in the future.”

Kieron Matthews, EMEA at Flock Associates, who supported Asda with the pitch process, said: “We worked closely with Asda on a fresh and innovative creative pitch process, that was high on human connection and integrated ways of working. All agencies in the process delivered exceptional responses particularly considering the challenges of remote pitching on Zoom.”

Xavier Rees, CEO at Havas London, said: “We’re incredibly proud to have been chosen by Asda. It’s an iconic brand that deserves brilliant advertising and we can’t wait to roll our sleeves up and get stuck in.” 

Vicki Maguire, CCO at Havas London, said: “Asda are part of our culture and our community. We’re beyond excited to become part of the Asda family.”