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Asda launches LS Eleven Media Services in partnership with Threefold parent SMG

SMG LS Eleven Media Services
Threefold parent SMG powers Asda's LS Eleven Media Services.

Asda on May 1 announced the creation of LS Eleven Media Services, a fully integrated media services business unit within Asda’s customer function.

The new unit was introduced to key suppliers following the appointment of SMG, Threefold’s parent company, as its new Retail Media Network (RMN) partner in January.

Formerly known as Asda Media Partnerships (AMP), LS Eleven Media Services, named after the postcode of Asda’s Home Office in Leeds, where the unit is based, will offer best-in-class retail media capability as part of the new partnership with SMG.

Building upon the media offering that AMP developed over the past decade, LS Eleven Media Services will harness data and technology to drive more relevant, customer-centric media planning for brands, and a more connected omnichannel experience for Asda customers as part of the retailer’s strategy for growth.

SMG’s proprietary software product Plan-Apps, where $1.5M of media spend is already planned every day, will be embedded into Asda’s technology stack enabling smooth end-to-end planning, management, and measurement cycle for brand campaigns.

Using Asda’s rich customer first-party data, fuelled by Asda’s fast-growing digital loyalty program Asda Rewards, SMG will create targeted, customer-centric, creative

omnichannel campaigns helping brands reach the right audience through the right

touchpoints whether that be in-store, online, or through TV, social and other digital channels.

Matt McLellan, Vice President - Customer, Asda, said:

"We are proud of what we have achieved in 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. 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”

Sam Knights, CEO at SMG and Threefold, said:

"The launch of LS Eleven Media Services comes at an exciting time in our journey with Asda. 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.”

About Threefold

Founded in 2008, Threefold is the world's leading Retail Media Network (RMN) specialist, headquartered in both New York and London. As part of the SMG agency network, which employs over 380 retail media experts, Threefold's primary mission is to unlock incremental CPG budgets, curate media campaigns that supercharge sales and elevate its retail partners into top-tier omnichannel media owners, spanning in-store, off-site and online.

Threefold's services include consultancy, evaluation, and a white-label in-house solution that has seen the agency build, run and operate over 10 Retail Media Networks to date. In the UK, Threefold runs and operates Walgreens' Boots Media Group and Morrisons Media Group and additional live partners include major retailers like Asda, The Co-op and The Very Group.


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