Asda moves to two-agency roster and hires Cow and Finn

Asda House close up

Asda has confirmed it is entering into a new roster model partnership for its brand PR and expanding its in house team.

The supermarket has entered into a two year partnership with Cow and Finn following a competitive pitch process earlier in the year. The two agencies will work with the Asda PR team on a project basis throughout the year.

Asda will also bring its consumer press office in-house – adding new Press Office Manager and Senior Press Officer roles to its existing team of in-house PR experts.

The move will bring to an end Asda’s four-year partnership with Mischief PR – who it has worked with on a retainer basis for Asda brand press office and campaigns.

A spokesperson for Asda said: “We’ve had a great partnership with Mischief over the last four years and delivered some great work together that we are really proud of, but the time is right for us to expand our in-house team of experts and work with agency partners on campaigns in a new and exciting way.”

Sian Morgan, Founder and MD of Cow said: "This is a really significant and exciting time to join the Asda roster and the opportunity for us to work together on delivering high-impact, creative work. Asda plays a huge part in the lives of millions of families every day. It helped to keep the country going through the pandemic and remains just as important as we open up again. We can't wait to get started."

Richard Rawlins, Founder of Finn said: “We are beyond excited to be appointed to the Asda roster. As experts in progressive FMCG communications the chance to work with an iconic grocery retailer is a massive moment in our agency history. We can’t wait to get stuck in.”

A spokesperson for Asda, added: “We heard from some fantastic agencies through the pitch process, but when we met Cow and Finn we knew we’d found the right combination of retail understanding, creative flair and ‘getting’ Asda and our vision. We’re looking forward to working alongside both agencies in the coming months and delivering some fantastic campaigns.”

Asda will continue to work with Morrow Communications in Northern Ireland, Lee Publicity for George, and IMP for social media storytelling and listening.