Bircham Dyson Bell (BDB) has been given the mandate for the planning communications strategy for Asda’s nationwide store expansion strategy.
The City firm's public affairs team will be led in its work for the Leeds-based chain by partner and head of public affairs Jonathan Bracken, who according to theLawyer.com has also taken on the role of relationship partner for Asda.
BDB will assist and advise on Asda's relationships with local communities, as well as political and media audiences. Matthew Davies, a consultant in Bircham's public affairs team, said: "Asda's a new client for us and the first supermarket chain client won by our public affairs team. If this exercise is successful there's a view to secure more work from Asda."
Asda hopes to extend its stores in edge-of-town retail parks and to open 20 new outlets across the UK by next June.
