Behind the scenes of Asda’s new agency model

2019 is set to be a very different year for Asda than the last.

Christmas marked a change in creative direction for the retailer with its ‘Bring it Home’ campaign and this is a theme we will see the supermarket continue to build on throughout the year.

It is also the first full year with agency AMV, which has been spearheading Asda’s agency ecosystem model since last April.

Already, Asda says it is working on campaigns and marketing activities eight weeks sooner than this time last year. The process is simpler and more cost-effective too, Asda says, and rival supermarkets will no doubt be watching Asda with a close eye.

As the client-agency model continues to change and evolve, with many questioning the role of often slow-moving and old-fashioned agencies in 2019, Asda’s ecosystem model certainly seems to be an appealing one.

If it is seeing results like this now, unless something goes terribly wrong or the proposed merger with Sainsbury’s has an unexpected impact, we should only expect these results to improve.

On the creative front, Asda’s main goal is to bring some consistency to help broaden its customer base and boost memorability.

An important part of this will be moving the message beyond price, especially as the German discounters Aldi and Lidl continue to grow their market share.

Time will tell if this has the desired effect on UK shoppers. The results will, of course, be in the numbers.

MoneySuperMarket relaunches brand as it looks to shake up price comparison

MoneySuperMarket has relaunched its brand with a new logo, redesigned website and apps, revamped brand positioning and new marketing campaign as it looks to shake up price comparison and boost engagement.

Created by Engine, which was appointed to the account last year, the campaign aims to reposition MoneySuperMarket as a place where consumers can “get money calm”. That flows through to a new focus on customer experience, with the company hoping new services such as bill monitoring and credit checking will offer it more chances to talk to people in a more relevant way and boost loyalty.

Price comparison is a notoriously fickle market, perhaps unsurprising given the services literally encourage users to shop around for the best deal. But constantly reacquiring customers is costing the companies in the sector millions and means those that shout the loudest at any given time typically win market share.

Recently, the companies have looked to engender some loyalty – Comparethemarket through a two-for-one cinema ticket offer and both it and GoCompare with membership to dining clubs. MoneySuperMarket is taking a different route, however, hoping that a more useful and engaging experience and more personalised service will win over consumers.

It’s a big bet requiring the company to ensure all aspects of its business – from commercial to marketing, tech to product – understand what the brand stands for and where it is going and work to the same goal. It seems that has been achieved for the brand relaunch but keeping it going through the coming weeks and months will be the challenge.

Industry tries to tackle alarmingly low rates of trust in advertising

Keith Weed

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