Hearst landed the deal after a pitch process against several other media owners/agencies. The long-term strategic partnership will see Hearst draw upon its consumer insight, digital know-how and strategic expertise to produce bespoke content for Asda.
The account includes Asda’s customer magazine, which is distributed to over 1.9m readers, as well as creating multi-platform content that will span online, mobile, social media and events. The Asda account will be serviced by a dedicated editorial team based in the Hearst central London offices.
The pitch was led by Ella Dolphin, Hearst’s Group Commercial Director, Dan Levitt and Victoria White, Hearst’s newly appointed Commercial Content Director overseeing all content partnerships across the portfolio, including the Asda account.
Hearst is currently working with Asda on #fashionunexpected, a cross-platform campaign to drive awareness of George at Asda’s fashion offering for women. The campaign is centered around an editorial hub – www.fashionunexpected.co.uk – which is populated by four participating Hearst brands and will run until the end of the year.
Ella Dolphin, Group Commercial Director at Hearst UK said: “Hearst produces exceptional content across its brands which reach one in three women and one in four adults. We know where audiences are, what they want to consume and how they want to engage. We are delighted to be working with Asda as we develop engaging and motivating content for the Asda customer base and beyond, via the channels that suit them.”
