R/GA, New York, has picked up the Wal-Mart digital account, per sources.
R/GA bested fellow Interpublic Group shop MRM Worldwide, also in New York, in a review that the retail giant initiated late last year.
The assignment includes creating a digital marketing platform for Wal-Mart’s “Save money. Live better” campaign created by The Martin Agency, Richmond, Va., also part of IPG. The campaign’s current site, www.SaveMoneyLiveBetter.com, features the retailer’s TV spots, along with video testimonials from customers about saving money and living better.
The account does not include Wal-Mart’s e-commerce site.
An R/GA representative declined comment. A Wal-Mart rep was unavailable.
For R/GA, the win provides the digital agency with another top client to go along with Nike, Nokia and Verizon. It hasn’t had a big retailer on its roster since working for Target a few years ago.
In addition to Martin, Wal-Mart’s roster includes Publicis Groupe media shop MediaVest.