The supermarket is believed to want to significantly reduce the size of its roster, which includes around 25 agencies.
Asda has issued an RFI to a number of agencies. These include the incumbents, Carat, which handles digital display media, and Razorfish, which works on pay-per-click search.
The appointed agencies will be responsible for overseeing Asda’s entire digital media account.
Carat’s hold on Asda’s offline media account is unaffected. In March 2011, Carat captured the consolidated Asda media business when the regional media account was awarded to the agency.Follow @SaraKimberley