...as Bendel takes Asda marketing helm

LONDON - Rick Bendel is quitting as chief operating officer of the Publicis network to be Asda's UK marketing chief, with a brief to make it a more potent challenger to Tesco's domination of the UK retail scene.

Bendel's move is the climax of his close association with the Wal-Mart-owned chain's account, on which he has been the senior suit for many years.
His remit will include advertising, PR, in-store and new product development and merchandising, as well developing a high-street presence for Asda to match Tesco.

Although UK-based, he is also expected to be involved in Wal-Mart's repositioning across international markets.

Bendel, 48, who joined Publicis when it acquired the then Geers Gross in 1991, said his decision was influenced partly by his current punishing travel schedule -- "I've had one weekend at home in the past four years" -- and partly because of the opportunity "to work for a company I love".

Seven years after its £6.7bn takeover by Wal-Mart, Asda has struggled to hold its own against Tesco, which now commands almost a third of the market compared with Asda's 16.5%.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Topics

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content