Wal-Mart Unveils New Ad Agency Portfolio
BENTONVILLE, Ark. - Wal-Mart Stores, Inc. on Friday unveiled the much anticipated roster of advertising agencies selected to implement its marketing campaigns going forward.
The company has retained the following agencies:
-- GlobalHue, based in Southfield, Mich., will provide African-American creative;
-- Los Angeles-based IW Group will provide marketing programs focused on the Asian Pacific American consumer;
-- Houston's Lopez Negrete will lead Hispanic creative;
-- The Martin Agency, headquartered in Richmond, Va. and part of the Interpublic Group, has been appointed Wal-Mart's lead general market creative agency; and
-- Media planning and buying will be carried out by New York-based MediaVest, a full-service media and communications unit of Starcom MediaVest Group (SMG), a subsidiary of Publicis Groupe.
Wal-Mart's chief marketing officer, John Fleming, led the review. "We've assembled a top-tier group of marketing partners that have deep retail experience, recognized creativity, and an understanding of our customers," Fleming said in a statement. "They are a 'best in class' team that will bring our brand to life -- telling the story of who we are and what we stand for: saving people money so they can live better."
Wal-Mart's put its estimated $580 million advertising account up for review in December, just days after the departure of its s.v.p. of communications, Julie Roehm, and after a previous review assigned the work to sister Interpublic agency DraftFCB and Aegis Group media buyer Carat.
The company has retained the following agencies:
-- GlobalHue, based in Southfield, Mich., will provide African-American creative;
-- Los Angeles-based IW Group will provide marketing programs focused on the Asian Pacific American consumer;
-- Houston's Lopez Negrete will lead Hispanic creative;
-- The Martin Agency, headquartered in Richmond, Va. and part of the Interpublic Group, has been appointed Wal-Mart's lead general market creative agency; and
-- Media planning and buying will be carried out by New York-based MediaVest, a full-service media and communications unit of Starcom MediaVest Group (SMG), a subsidiary of Publicis Groupe.
Wal-Mart's chief marketing officer, John Fleming, led the review. "We've assembled a top-tier group of marketing partners that have deep retail experience, recognized creativity, and an understanding of our customers," Fleming said in a statement. "They are a 'best in class' team that will bring our brand to life -- telling the story of who we are and what we stand for: saving people money so they can live better."
Wal-Mart's put its estimated $580 million advertising account up for review in December, just days after the departure of its s.v.p. of communications, Julie Roehm, and after a previous review assigned the work to sister Interpublic agency DraftFCB and Aegis Group media buyer Carat.