Sam’s Club has selected two new agencies of record with Arnold Worldwide leading creative and Horizon Next leading media planning and buying, the warehouse retailer confirmed today. The appointments follow a formal review. The company previously worked with WPP’s VMLY&R on creative and Haworth for media services. 

The company, part of Walmart, spent an estimated $90 million on measured media in 2022, according to agency research firm COMvergence. About 85% of that figure was earmarked for digital media.  

The agencies are tasked with driving membership growth and brand equity, the firm indicated. Both memberships and revenue ($84 billion in fiscal 2023) have grown to record levels over the past three years, the company said, noting it has plans to open 30 new clubs, as well as new fulfillment and distribution centers over the next few years. 

Arnold's first work will debut May 8. It features a 60-second spot that “embodies a message of togetherness,” said Jonathan Stiers, Chief Creative, Sam’s Club. “Sam’s Club has always helped make the moments in life easier for members, whether they’re celebrating, hosting or giving back. Our new ad celebrates the beauty of those everyday moments made possible by Sam’s Club.” 

The spot will air across connected TV, online video, social, and the brand’s owned channels.  

Sam’s Club Vice President of Marketing Ashley Gibbs says that Horizon Next will focus on ensuring the brand is connecting to members through personalization. “Their digital-first approach and ability to deeply customize engagement through precision targeting of our member audiences, as well as their proven ability to utilize data to connect in the right channels at the right time was exactly what we were looking for in an agency partner,” added Gibbs. 

Ciara Anfield, Chief Member and Marketing Officer, Sam’s Club, added, “As we advance our capabilities and value proposition as a membership-based retailer, it’s imperative that we evolve our brand in parallel. We’re excited about the path ahead and look forward to working with our new partners to engage with our members in personal and effective ways.”