Pitch update: Asda's £100m review, United Biscuits, Direct Line, L'Oréal

Asda: BMB, Grey, JWT, Saatchis and VCCP will vie for the £100m account
Asda: BMB, Grey, JWT, Saatchis and VCCP will vie for the £100m account

Five agencies have made the cut in the battle for Asda’s £100 million ad account. Beattie McGuinness Bungay, Grey London, JWT London and VCCP will compete against the incumbent, Saatchi & Saatchi, in a particularly well-structured pitch. The process begins with meetings in Leeds on 31 July, followed by tissue meetings and the pitch itself on 4 September. Agencies have been told that they will be informed of the final decision on 13 September.

The United Biscuits review is also progressing. BETC London, CHI & Partners, DLKW Lowe and Grey London will take part in the Observatory-managed process. The incumbent, Publicis, was not invited to pitch.

Direct Line’s media contest is hotting up, with the incumbent, MediaCom, facing its sibling MEC and Aegis Media.

L’Oréal is making agencies competing for its £135 million UK and Ireland media business see the whites of each other’s eyes this week in a group briefing taking place at the company’s Hammersmith headquarters.

Topics