Asda adds Poulters to direct agency roster

LONDON – Asda has awarded Leeds agency Poulters a place on its direct marketing roster.

Poulters will work on campaigns based on calendar dates such as Mother's Day. It won the business following a competitive pitch against two undisclosed agencies.

Poulters joins roster incumbents Marketing Store and Inferno. Publicis Blueprint, which handles much of Asda's below-the-line marketing communications, will not be affected by the appointment.

Poulters has previously worked on a supermarket account, for Morrisons, but resigned the business in December 2003. The account was moved to BDH\TBWA.

Asda, the UK's second-biggest supermarket, is expected to expand its offering into new areas such as furniture this year.

The Wal-Mart-owned chains positions itself as a low-cost retailer; its chief executive, Andy Bond, has expressed a desire to widen the price gap between in and its rivals further.

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