Asda has appointed eCircle to work on its email marketing programme as the retailer looks to step up its efforts across the discipline.
The brief covers Asda.com, Asda Financial Services and Asda Direct, as well as George and its customer title, Asda Magazine, published by Publicis Blueprint. eCircle will work on the strategy alongside Asda's digital agencies, which include Razorfish and AWA.
Asda, which is the UK's second-biggest retailer, is aiming to increase both email engagement and conversion by improving the effectiveness of the channel.
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