Publicis Groupe won Walmart’s $ 600 million media planning and buying account.
This victory closes the biggest American media pitch of the year, in which all the major holding companies, including WPP, Omnicom and Dentsu, participated. MediaLink executed the process.
The account reverts to Publicis after moving to Haworth, supported by WPP, in 2017. Mediavest (now Spark Foundry) previously held the account. Walmart and Publicis, who already have a long-standing creative relationship, will immediately begin the account transition.
In a press release, Walmart said that in order to continue to grow as a “better marketing organization”, it recognizes that “partner agencies play a central role in this journey.”
“Above all, we appreciate all of the outstanding companies that took part in the review. This was an incredibly competitive bidding process, and we recognize the immense amount of work put into this process, ”said William White, senior vice president and chief marketing officer at Walmart.
“We are delighted to welcome Publicis Groupe as a media agency,” he continued. “We are impressed with their people, their thought leadership in marketing and their expertise in full funnel planning, execution and measurement capabilities. We know they will help us move our business forward by reaching and engaging our customers in compelling and innovative ways.
Publicis’ mission will include media strategy, planning, purchasing and partnerships. The relationship creates an end-to-end creative and multimedia offering for Walmart, but Publicis will also work closely with other Walmart agencies, including FCB and Deutsch LA.
“We are thrilled and honored to be part of the Walmart family,” said Arthur Sadoun, Managing Director and President of Publicis Groupe, in a statement. “We look forward to bringing the Walmart story to life through excellence, innovation and industry first initiatives. “
White also thanked Haworth for his “five-year partnership with our brand … during a pivotal time of transformation.”
“We wish them continued success,” he said.
