Somebody's going to have a very Happy New Year. Unless Wal-Mart changes its mind -- again.
Linda Blakely, a spokesperson for Bentonville's behemoth big-box retailer, Thursday
confirmed that the retail giant's $580 million re-staged account review was already hearing presentations from agencies, and is on track finalize and name new media and creative shops by the first
week of January.
She would not, however, confirm or deny reports in Advertising Age that Publicis-owned MediaVest has been asked to join the media pitch process. "The marketing department
tells me that we're not going to be talking about the review during the process," Blakely said.
If that claim is true, it would suggest the client will likely split the account between a creative
agency. The Martin Agency and Ogilvy & Mather are the lone finalists, following the self-removal of incumbent GSD&M and a media shop.
Media agencies in the review include Carat, which originally
won the pitch partnered with DraftFCB. That win was rescinded, and the latter agency tossed from the follow-up. Mediaedge:cia is also in contention.
advertisement
advertisement
Early in the Wal-Mart review, MediaVest was
partnered with another Publicis agency, Saatchi & Saatchi, until the shop won JC Penney's creative business, leaving MediaVest without a creative partner.
Now, all the agencies are pitching
separately, sources say, leaving the door open for MediaVest. Representatives for the media company did not return phone calls or emails by press time.