Supermarket chain Asda has reshuffled its consumer agencies and
moved food PR to Lee and Knight and PR for its George clothing range to
Lee and Knight won the account, believed to carry a six-figure fee,
without a pitch and on the strength of previous work for the
Incumbent Sundial Communications had handled food since 1996 and drink
since 1997 for Asda. It was commended for a 1997 PR Week Award for its
promotion of the supermarket. Drink PR is now handled by Westbury
Bryan Morel pitched against at least three other agencies for the
six-figure fee clothing account. PR for George, Asda’s in-store fashion
range, was previously handled by Lee and Knight. The new agency was
appointed by George marketing director Jo Kenrick and the brand’s
creator, George Davies.
Lee and Knight have worked for Asda for three years and will also
continue to handle the supermarket’s other non-food areas, including
health and beauty and home and leisure.