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Asda appoints new group marketing director
The man in the new role has been assigned the task of making the multiple more customer focussed
Asda has announced the appointment of Rick Bendel, COO of Publicis Worldwide, as group marketing director, saying his key role will be to ensure that Asda becomes more customer-centric in its strategic and tactical decision making.
Bendel will join Asda at the end of the month as a board director reporting directly to CEO, Andy Bond. He will lead the Asda brand team that develops its own label ranges and will have responsibility for all of Asda's advertising and marketing and all other aspects of both the Asda and George brand development.
Bendel has been close to the Asda business for many years.
For the past seventeen years, Publicis has created Asda's TV, radio and press advertising campaigns and Bendel has personally played a significant role in many of Asda's most successful strategic initiatives, such as the launch of Rollback in 1999.
Most recently, Asda and Publicis have developed the 'More For You For Less' campaign designed to broaden Asda's appeal and highlight its range of Extra Special premium foods, Must Have clothing and the Great Stuff children's meals.
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