Asda has selected Born Social as its newest social media agency after a competitive pitch process.
The agency, whose clients include Nando’s, Uber and Bravissimo, takes over from incumbent VaynerMedia, Campaign reported.
Born Social chief executive Ben Tyson told Campaign the agency is “excited to partner with [Asda] on this next phase of their social transformation” and put social at “the beating heart” of its strategy.
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The appointment comes after a range of successful social media activations from the retailer, including Nanfluencer’s, a concept that was then used in its instore football-linked Nanzones.
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Earlier this year the supermarket giant revealed a new brand identity in its summer ad. Created by agency of record Havas the new look featured a dark green tone against a bright green, and was supplemented by a set of sports day themed tongue-in-cheek spots.
Born Social, which will help the retailer deliver the social media element of its strategy, won the account for Barclays bank in April.
