His move is the climax of his close association with the Wal-Mart-owned chain's account, on which he has been the senior suit at Publicis for many years.
Bendel replaces Richard Hodgson, who resigned in July to join Waitrose.
Bendel faces a difficult brief. The retailer has struggled to hold its own against Tesco, which now commands almost a third of the market compared with Asda's 16.5%.
To find out who will take Bendel's role at the head of the Publicis network, see Campaign tomorrow.
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