Walmart moves $600 million media account to new agency

Marianne Wilson
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Walmart is consolidating its media and creative accounts. 

The retail giant has selected Publicis Groupe to lead media planning and buying for Walmart U.S., which ranks as of America’s largest advertisers.

The announcement comes after an extensive agency evaluation for a media AOR to support the chain’s future growth and brand-building initiatives.

Walmart has had a long-standing relationship with Publicis Groupe from a creative perspective. Publicis’ areas of focus will include media strategy, planning, buying and partnerships. They will begin to transition immediately and work in concert with Walmart’s collective marketing agency roster including Deutsch LA and FCB. 

As Walmart expands its capabilities to deepen connections in a diverse customer landscape, Publicis Groupe will play an integral role in connecting customers with the brand through its omnichannel media solutions, the company said.

“We are thrilled to bring Publicis Groupe on board as our media agency,” said William White, senior VP and chief marketing officer at Walmart. “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.”

“We are thankful for Haworth’s 5-year partnership with our brand,” White added. “They supported our business during a pivotal time of transformation, and we wish them continued success.”

Consulting firm, MediaLink oversaw the RFP process. Publicis Groupe’s appointment comes after Walmart's first-quarter U.S. comp sales grew 6% and 16% on a two-year stack.