Asda hands content account to Hearst Magazines UK

Asda has appointed Hearst Magazines UK to handle its content marketing after it ended its 16-year relationship with Publicis Blueprint.

#Fashionunexpected: George at Asda site
#Fashionunexpected: George at Asda site

Hearst won the business after a pitch process against Immediate Media, Bauer and the incumbent Publicis Blueprint.

Hearst will now be responsible for producing Asda’s customer magazine, which is distributed to more than 1.9 million readers, as well as creating content for Asda’s online, mobile and social media channels, as well as its events.

The pitch was led by Ella Dolphin, Hearst’s group commercial director, Dan Levitt, and Victoria White, Hearst’s newly appointed commercial content director, who oversees all content partnerships across the portfolio, including the Asda account.

The Asda account will be serviced by a dedicated editorial team based in Hearst's central London offices.

It is expected that about 50 staff from Publicis Blueprint will be transferred to Hearst through TUPE.

A Hearst spokesman said: "We are currently consulting with the employees engaged on the Asda project as part of the usual TUPE process and will comment fully in due course."

Hearst was already working with Asda on #fashionunexpected, a campaign to drive awareness of George at Asda’s fashion products for women.

The pair created the site, which is populated by four Hearst brands and will run until the end of the year.

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free