Wal-Mart Stores chose a slate of traditional ad agencies to replace DraftFCB and Carat on its $570 million marketing account.
Last week, Wal-Mart handed its business to five agencies, led by The Martin Agency for creative, and Starcom MediaVest for media planning and buying.
Richmond, VA-based Martin Agency handles general-market advertising; three ethnic marketing agencies will handle creative for more targeted ads: Global Hue, Southfield, MI, for African-Americans; Lopez Negrete, Houston, for Hispanics; and IW Group, Los Angeles, for Asian-Americans.
Wal-Mart first awarded the business to DraftFCB and media shop Carat in October, but abruptly rescinded the assignments in early December, as the agencies geared up to begin work in first-quarter 2007 (PROMO Xtra, Dec. 11, 2006).
Wal-Mart dropped the agencies after dismissing Julie Roehm, the senior vice president of communications that led the initial review. The replacement review was led by chief marketing officer John Fleming.
“We’ve assembled a top-tier group of marketing partners that have deep retail experience, recognized creativity and an understanding of our customers. They are a ‘best in class’ team that will bring our brand to life – telling the story of who we are and what we stand for: saving people money so they can live better,” Fleming said in a statement.
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