- David Gianatasio

BOSTON Global retailer Carrefour has hired Publicis Groupe without a review to handle its corporate and commercial advertising, the holding company confirmed.

The business spans numerous international markets and Paris-based Publicis plans to form "an ad-hoc agency that will be totally dedicated to this account," a representative for the holding company said.

Spending was not disclosed, but sources pegged the account's size at approximately $1 billion in terms of annual global media expenditures. Most recently, various agencies handled the far-reaching assignment, including units of Havas' Euro RSCG network.

The shift constitutes a return of the business to Publicis, which handled Carrefour several years ago and created a campaign tagged, "Avec Carrefour Je positive" -- which became well known and remains widely in use.

Carrefour ranks among the largest retailers of its type in the world, with several grocery-store formats -- hypermarkets, supermarkets, discount shops and convenience stores -- throughout Europe, Asia and South America.

The rep added that Publicis "sees strong potential for further international growth in the future, particularly in large national markets such as China, Brazil, Indonesia Poland and Turkey."

All told, the company, founded in 1957 in France, claims more than 15,000 company-owned or franchised stores operating under various brand names.