Asda's financial push uses Carat online

by James Livesley, Media Week 19-Apr-06, 12:15

Asda has consolidated its online financial services spend into its offline agency Carat as it prepares to push the annual budget up to £3m.

Nielsen Media Research estimates that, last year, Asda spent less than £100,000 advertising its financial services online, with most activity happening in-store and through direct marketing.
Previously, online has been handled by a number of agencies, including Profero and Harvest Digital, but the retailer has now lined up Carat for a big online push.

The Asda media business is split into three, with Aegis-owned Carat holding the corporate account and online financial services.

Carat lost the Asda regional account Leeds-based Brilliant Media last August.
The supermarket chain, part of the US Walmart group, has retained Carat Digital to provide a full offering, including search, affiliate marketing and display ads. The search business was previously with Latitude.
Asda currently offers car, home, travel, life, and pet insurance, as well as a credit card, store card, and homeowner loans.
Last August, Asda launched a TV, press and outdoor campaign to push its car insurance offers with its famous "pocket-slapping" advertising.
Both Asda and Carat declined to comment.