Today ASDA announced the appointment of Rick Bendel, COO of Publicis Worldwide, as Group Marketing Director.
Rick has been close to the ASDA business for many years. For the last seventeen years, Publicis has created ASDA’s TV, radio and press advertising campaigns and Rick has personally played a significant role in many of ASDA’s most successful strategic initiatives (eg: 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.
It also created the enormously successful series of press and TV ads featuring Coleen McLoughlin as the face of George clothing.
He joins 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. His key role will be to ensure that ASDA becomes more customer-centric in its strategic and tactical decision making.
"It’s great to be welcoming Rick to the ASDA business, and in such a critical role." Said Andy Bond, ASDA’s Chief Executive, "We’re nine months into our two year recovery programme and the business is firmly back on track. A fresh and invigorated approach to marketing is critical to the next stage of our recovery plans. Rick’s understanding of the ASDA brand will be invaluable in driving real change in how people see us. His unique perspective makes him the perfect choice for the role."
Rick Bendel said, "I’ve a passion for retail and have admired the ASDA business for years. As well as a deep understanding of ASDA’s history and heritage, I can bring fresh ideas on where we take our brand in the future. The opportunity to do this at a time of real innovation, and as part of a dynamic executive team, was something I couldn’t pass up."
Rick also cited personal reasons for the move, "Travelling the world and managing an exciting list of international clients has been fun but it’s time to trade departure lounge life for time with the family."
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Further information: Rachel Fellows, ASDA Press Office, 0113 241 8857
Out of Hours, 0113 243 5435 (on call press officer available)