6th October 2023 – Asda Mobile has today confirmed the appointment of THG Ingenuity as its lead digital partner and Cow as its retained PR agency.

The signing of both partnerships signals the beginning of a step-change for Asda Mobile as the supermarket giant looks to develop its marketing and communications strategy and deliver ambitious growth in the mobile marketplace.

THG Ingenuity, the complete commerce division of THG plc, will support Asda Mobile by providing digital and creative content and performance marketing across all relevant digital channels, including social, PPC, SEO, and affiliates.

As the retained PR agency on Asda main-brand, Cow will use its knowledge of the business and wealth of experience in the mobile marketplace to deliver an always-on consumer press office for Asda Mobile. The London-based PR agency will also support the Asda Mobile team at key campaigns moments throughout the year by delivering integrated communications campaigns.

Katie Walley, Senior Director of Asda Money and Mobile said: “We’re incredibly excited to be bringing THG Ingenuity and Cow onboard as our retained agencies. We have some exciting plans for Q4 to really drive Asda Mobile forwards in the coming year, so working with agencies that have a strong understand our business and what makes our customers ‘tick’ is incredibly important to us. We loved the creative and strategic responses that both agencies delivered and can’t wait to get the ball rolling.”

Vivek Ganotra, CEO of THG Ingenuity said: “Developing connections between brands and consumers sits at the heart of THG Ingenuity’s complete commerce solution. Our marketing capabilities are a fundamental part of our solution ensuring that brands achieve their desired market positioning, retaining existing customers and acquiring new customers to grow market share. We are delighted to be partnering with Asda to bring our strategic marketing expertise to the brand as we move forward into Q4 and beyond.”

Matt Wilcock, Managing Director at Cow said: “We’re very proud of the campaigns we’ve worked on at Asda over the past few years and look forward to bringing this knowledge and same strategic, creative thinking through to Asda Mobile. We’re thrilled to be working alongside another arm of the Asda team and together, have big plans to make Asda a leader in mobile.”

Cow has also been appointed to lead on the PR strategy for Asda Money, delivering an always-on press office for Asda’s personal finance brands including Asda Travel Money and Insurance, Asda Pet Insurance and Asda Savings Cards.