Walmart recently selected advertising agency Publicis Groupe to lead its $600 media planning and buying account in the U.S., consolidating the process. The move follows the retail giant’s extensive agency evaluation, which was overseen by consulting firm MediaLink, to support future growth and brand-building initiatives.
Publicis Groupe will help Walmart, one of the nation’s largest advertisers, continue its mission of honing a “best-in-class” marketing organization and connect the mass merchant and its shoppers through its “omnichannel media solutions.”
“We are thrilled to bring Publicis Groupe on board as our media agency," said William White, senior vice president and chief marketing officer at Walmart in a recent media release. "We are impressed with their people, their marketing thought leadership and their expertise in full-funnel planning, execution and measurement capabilities. We know they are going to help drive our business forward by reaching and engaging our customers in compelling and innovative ways.”
With this appointment, Publicis Groupe expands its five-year relationship with Walmart to also focus on media strategy, planning, buying and partnerships. The transition process is already in motion and has Publicis working in concert with Walmart’s collective marketing agency partners, including Deutsch LA and FCB.
Before the shake-up, WPP led the account through Haworth Marketing + Media. “We are thankful for Haworth’s five-year partnership with our brand,” White said. “They supported our business during a pivotal time of transformation, and we wish them continued success.”