Asda consolidates media into Carat

Asda has appointed Carat to its £12 million regional media planning and buying business.

Asda: hired Carat
Asda: hired Carat

The account was previously held by Brilliant Media but the appointment consolidates Asda's business into the Aegis-owned agency, which previously handled the supermarket's £106 million national media account.

As one of its biggest clients, the loss of Asda is a blow to the Leeds-based Brilliant, which is also waiting to learn the result of a pitch for DFS, which spends £87 million on media and splits its account between Brilliant and MediaCom.

The loss of the Asda account and the DFS media review has prompted speculation that Brilliant faces an uncertain future.

However, Steve Lane, the chief executive of Brilliant, said: "I can confirm that Brilliant Independent Media Group is not in administration and indeed is solvent."