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Walmart has named Publicis Groupe as its lead $600 million media planning and buying partner in the U.S., consolidating its creative account in the process.
The appointment process, conducted by MediaLink, saw Publicis beat out rival holding companies, having worked with the retail brand on its creative account for the last five years.
Walmart is one of the largest advertisers in the U.S. and is now looking to connect customers with the brand through what it describes as “omnichannel solutions.”
Outlining the appointment after what he described as “an incredibly competitive RFP (request for proposals)”, William White, senior vice president and chief marketing officer at Walmart said in a statement: “We are impressed with their people, their marketing thought leadership and their expertise in full-funnel planning, execution and measurement capabilities.
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