Asos goes shopping for creative agency

Asos has launched a review of its creative account in a process handled by intermediary AAR.

Campaign understands that chemistry meetings have taken place and there is no incumbent.

The news comes in the wake of Asos reviewing its media account, a process that concluded in January when it selected VaynerMedia.

The account is now being led out of VaynerMedia's London office. The shop is responsible for brand building and is expected to use a "full-funnel" marketing approach this year.

Asos’ media planning and buying account was previously run in-house.

The online retailer cut its marketing spend by 8% last year, as chief executive José Antonio Ramos Calamonte said the company had focused too much on performance marketing over brand building.

Asos hosted its first in-person pop-up shop over last year's Black Friday weekend. The four-storey immersive event in London's Rathbone Place included a curated edit of the AW23 collections, which were available for attendees to try on and buy both physically and virtually.

Asos and AAR declined to comment on the review.