Faster, simpler, cheaper: How Asda’s agency ecosystem model is working

Asda believes the decision to change the way it works with agencies has made its marketing faster, simpler and more cost-effective, with the supermarket saying it is now working on things eight weeks sooner than it was a year ago.
At the time, few clues were given about what an agency ‘ecosystem’ model actually meant and how it would work. Now, what has been going on behind very closed doors for the last 12 months is finally starting to show.
In April 2018, Asda ditched its age