Walmart Hands US Media Duties to Publicis as it Ramps Up Omnichannel Focus

Retail Dive | August 16, 2021

Walmart has named Publicis Groupe its U.S. media agency of record after working with WPP's Haworth shop for the last five years. With a long-running creative partnership with Publicis, Walmart now looks to link creative and media capabilities closer together as it builds out its integrated omnichannel offerings. Walmart has been the top retail advertiser across digital, TV and print so far in 2021, according to a June report by MediaRadar, outspending Amazon by 6%.

Ad holding groups across the board are benefiting from fresh marketing activity as brands try to keep pace with pandemic disruptions and changing needs in fields like data and commerce. Publicis saw organic growth, a key measure of agency health, increase 17.1% in the second quarter — better performance than it posted over the same period in 2019, well before COVID-19 rocked the agency category.

Marketing Chief at Walmart, William White shares, "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."

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