Publicis Groupe has won Walmart’s $600 million media planning and buying account, the retail giant announced Thursday.
The victory caps the biggest US media pitch of the year, in which all the major holding companies, including WPP, Omnicom and Dentsu, participated. MediaLink has completed the process.
The account reverts to Publicis after switching to WPP-backed Haworth in 2017. Mediavest (now Spark Foundry) previously held the account. Walmart and Publicis, who already have a long-standing creative relationship, will begin transitioning the account immediately.
In a press release, Walmart said that to continue moving forward as a “best-in-class marketing organization,” it recognizes that “partner agencies play a pivotal role in this journey.”
“Above all, we appreciate all of the outstanding companies that participated in the review. This was an incredibly competitive RFP, and we recognize the immense amount of work that went into this process,” said William White, senior vice president and chief marketing officer at Walmart.
“We are delighted to have Publicis Groupe on board as a media agency,” he continued. “We are impressed with their people, thought leadership in marketing and expertise in full funnel planning, execution and measurement capabilities. We know they will help drive our business forward by reaching and engaging our customers in compelling and innovative ways. »
Publicis’ mission will include media strategy, planning, buying and partnerships. The relationship creates an end-to-end creative and media 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,” Arthur Sadoun, CEO and Chairman of Publicis Groupe, said in a statement. “We look forward to bringing Walmart’s story to life through excellence, innovation and industry-first initiatives.”
White also thanked Haworth for their “five-year partnership with our brand…during a pivotal time of transformation.”
“We wish them much success,” he said.
