Stephen Smith

Senior vice-president, chief customer officer

Asda

Asda promoted the well-liked New Yorker to this new role in March, handing him additional responsibilities to those of his previous CMO remit. One of his first moves was to launch the ‘Something to tweet about’ campaign, which, according to Marketing’s Adwatch research, was the most-recalled TV ad when it broke in May. It underlined Asda’s pledge to ‘beat not match’ competitors on price, announced by Smith last Christmas. He has forged ahead in digital, too, ensuring that campaigns have a social element. Customers can now buy via YouTube, and the supermarket partnered Wired magazine to run Asda’s first hackathon.



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