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Asda Revamps Retailer Media Network With New Name

The U.K. retailer introduced LS Eleven Media Services, formerly known as Asda Media Partnerships, to key suppliers after appointing SMG as its new retail media partner in January.
Asda LD Eleven Media Services Asda retail media

U.K.-based supermarket chain Asda unveiled a revamped media services business called LS Eleven Media Services, formerly known as Asda Media Partnerships (AMP), on May 1.

Asda introduced the business to key suppliers following its January appointment of London-based retail media agency SMG (Shopper Media Group) to manage retail media planning and operations. 

The name, LS Eleven Media Services, was inspired by the postcode of Asda’s headquarters in Leeds, England, where the unit is based, according to a statement from SMG subsidiary Threefold. 

LS Eleven builds on the offerings AMP developed over the past decade. It will leverage data and technology to drive “more relevant, customer-centric” media planning for brand partners and a more connected omnichannel experience for Asda customers as part of the retailer’s strategy for growth.

SMG proprietary software product Plan-Apps — which the agency said plans $1.5 million of media spend every day — will be embedded into Asda’s technology stack to enable a smooth end-to-end planning, management and measurement cycle for brand campaigns.

SMG will leverage Asda’s first-party data, derived from its Asda Rewards loyalty program, to create targeted omnichannel campaigns and help brands effectively reach brands across touchpoints, including in-store, online, TV, social media and other digital channels.

"We are proud of what we have achieved [with] Asda Media Partnerships over the last decade, but our partnership with SMG and the launch of LS Eleven Media Services is a step-change in our media offering for our brand partners,” said Matt McLellan, vice president, customer, Asda. “Asda has a clear strategy for growth and the combination of our growing proposition across large stores, convenience and food partnerships, alongside our leading rewards program, offers us an incredibly exciting opportunity to work with brands to deliver even more relevant campaigns for our customers.”

"The launch of LS Eleven Media Services comes at an exciting time in our journey with Asda,” added Sam Knights, CEO at SMG and Threefold. “Asda’s strong brand partnerships and loyal customer base offers us the opportunity to develop a sophisticated, innovative retail media network at scale. Using Asda’s rich first-party data and our innovative Plan-Apps technology, brands will be able to connect with customers across every stage of the customer journey in a way that always puts the customer first.”

Asda initially tapped SMG to evaluate its existing network, implement new strategies and become a long-term operating partner of the grocery chain. Before SMG, Asda’s media operations were managed by GIG Retail for eight years. 

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