LONDON - Asda has awarded its entire £44m account to Fallon in a shock move that ends its 17-year relationship with Publicis.
The appointment follows the surprise pitch called in December by Rick Bendel, the new Asda group marketing director.
Bendel joined the supermarket giant from Publicis, where he was chief operating officer, in October 2006. He was originally brought in to lead the account in the early 90s.
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