The Real Adventure Unlimited, the Creston-owned Bristol agency, has scooped the Asda CRM strategic planning account across the supermarket’s retail portfolio.
The agency, which hired Ian Bates from Indicia in 2013, has been charged with developing engagement strategies to drive acquisition, retention and cross-sell across grocery, George Fashion and Home, Asda Money, mobile, travel, and different store formats.
The Real Adventure Unlimited is now in the process of building a strategic planning-led team to enhance and supplement Asda’s in-house strategy and insight teams based in Leeds.
Launched in 1991, the agency’s clients include Danone, Cow & Gate, Walkers Crisps, and Tropicana Danone; it was the second acquisition made by Creston’s chief executive Don Elgie in 2001 and specialises in digital, direct and CRM.
The management team includes joint managing directors Matt Hardy and Beth Pope, as well as former Lida head of strategy Mark Hancock, who is head of planning.
Bates was at Indicia for 13 years, including nine at its predecessor Entire, before switching to the agency as board creative director. At the time of his appointment, he described the Real Adventure as “a hidden gem”, adding “they are a passionate group of talented people delivering high quality, innovative CRM for an enviable range of clients”.
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