Walmart has ceded its U.S. media account to Publicis Groupe following a review, the company said, giving Publicis the year’s biggest holding company win through an account currently managed by Haworth, backed by WPP.
Agency spending and revenue were not disclosed, but Walmart had total ad spend in 2020 of $2.4 billion, according to data center Ad Age, of which $514 million was measured. in the media, according to Kantar. The review is the biggest holding company pitch of the year so far.
Walmart transferred its media account to Haworth, 49% owned by WPP, in 2017 from Publicis Groupe’s Mediavest. Publicis Stores, through its dedicated unit in the W department, has already managed Walmart’s works for more than five years, although in the past two years Interpublic Shops Deutsch LA and FCB have managed significant projects.
Walmart appears to be Haworth’s biggest account, which also runs Dick’s Sporting Goods, Beats by Dre, The Oscars and Alaska Airlines, with offices in Minneapolis and Los Angeles.
William White, Walmart’s US Chief Marketing Officer, called the review “incredibly competitive” and said, “We are thrilled to be joining Publicis Groupe as a media agency. We are impressed with their staff. , their marketing thought leadership, and expertise in full funnel planning, execution, and measurement capabilities.”
He also thanked Haworth for his five years of work. “They have supported our business through a pivotal period of transformation,” he said. The initial assignment was given to former Walmart CMO, now head member of Sam’s Club, Tony Rogers.
Publicis Groupe’s focus areas will include media strategy, planning, buying and partnerships, Walmart said. It will work in concert with Walmart’s list of collective marketing agencies, which includes Deutsch LA and Interpublic’s FCB, the retailer said.
“We are thrilled and honored to be part of the Walmart family,” Publicis Chairman and CEO Arthur Sadoun said in a statement. “We look forward to bringing Walmart’s story to life through excellence, innovation and industry-first initiatives.”
Subscribe to Ad Age now for the latest industry news and analysis.
