Sam’s Club has consolidated its marketing account with Publicis Groupe, the Walmart membership-only subsidiary confirmed on Monday.  

The award followed a review—overseen by MediaLink—that began early in the year.   

A company spokesperson confirmed that Publicis has won integrated AOR duties for paid media, creative, social and production.  

Sam’s Club’s spent an estimated $175 million on measured media in 2024, according to agency research firm COMvergence.

The company previously worked with Horizon Next for media and Havas Group’s Arnold for creative.   

W. Joe DeMiero, interim CMO at Sam’s Club, wrote on LinkedIn that “this partnership is about much more than marketing—it's about reimagining how we show up in culture, in clubs, and across digital channels in ways that are more connected, more personalized, and most importantly, more valuable to our members.”  

The review followed DeMiero’s appointment to interim CMO in October of last year. He previously served as U.S. CEO at Interpublic media agency UM for two years (2022-23). Earlier he served as CEO at Publicis Groupe CRM agency Hawkeye.  

Publicis is creating a dedicated unit to manage the new assignment.   

Sam's Club had net sales of $86.2 billion for fiscal 2024 (up 2.3%), representing 13% of Walmart’s consolidated net sales for the period, according to Walmart’s latest annual report. About $9.9 billion of Sam’s Club sales for the fiscal year was related to eCommerce. It operates in 44 states and Puerto Rico.