Asda loses director, hires agency for George range

Asda has lost its corporate affairs director and brought in a new agency for its George range in the same week.

Parent company Wal-Mart is separating its legal and corporate affairs function, making board director John Longworth's role redundant.

Longworth left last Friday after more than four years with the supermarket. He was poached from rival Tesco in 2003 and charged with raising Asda's profile and reputation. ‘I thoroughly enjoyed my time with Asda and we've split on amicable terms,' said Longworth, who has left without a new job lined up.

Asda has also brought in London consumer shop Lee Publicity to spearhead a ­campaign for its George discount fashion range, which recently made national news with its £5 women's suit.

Lee beat Talk PR and Freud Communications to the brief. Six-year incumbent fashion agency Bryan Morel did not repitch. Lee Publicity worked with Asda on the initial George launch ten years ago and has been rehired as the brand looks to ‘refocus'.

‘The new design director, Fiona Lambert, will be focusing on communicating not just the price or the value of the brand, but the quality of the design as well,' said Lee Publicity account director Noreen Powell.

Freuds will continue to work on Asda's £3m consu­mer business.

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