Walmart has selected Publicis Groupe as its media AOR to lead media planning and buying for Walmart U.S., the company has confirmed. It began a review early in the year for what COMvergence estimates is a $420 million account.
The win marks a return of the business to Publicis, which held it prior to the current incumbent, WPP’s Haworth.
Publicis Groupe's areas of focus will include media strategy, planning, buying and partnerships. It will begin to transition immediately and will work in concert with Walmart’s collective marketing agency roster, including Interpublic’s Deutsch LA and FCB.
Walmart noted that it has also had a long-standing relationship with Publicis Groupe from a creative perspective, including an entity called Po1, a bespoke unit that has been developing Walmart creative since 2016.
William White, senior vice president and CMO at Walmart, said: “We are thrilled to bring Publicis Groupe on board as our media agency. 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.”
Publicis Groupe CEO Arthur Sadoun said: “We are excited and honored to be part of the Walmart family. We look forward to bringing the Walmart story to life through excellence, innovation and industry-first initiatives.”
White gave a tip of the hat to Haworth, saying: “We are thankful for Haworth’s five-year partnership with our brand. They supported our business during a pivotal time of transformation, and we wish them continued success.”
Walmart has been focused on its integrated omnichannel strategy to build a business model that it is designing to “define the next generation of retail.”
Consulting firm MediaLink oversaw the RFP process.