Stephen Smith

Senior vice-president, chief customer officer


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.


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