Walmart taps new agency

The addition could shine a brighter light on private brands as it takes on media strategy.
Zachary Russell
Associate Editor
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Walmart has selected a new agency to lead media planning and buying in the United States.

This month, Walmart announced that French media agency Publicis Groupe would take over its marketing operation, focusing on media strategy, planning, buying and partnerships. Walmart says they will begin to transition immediately and work in concert with Walmart’s collective marketing agency roster including Deutsch LA and FCB. It is the second major partnership Walmart has announced this summer.

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

The announcement serves as collaboration between two entities serving massive audiences. Walmart serves about 220 million customers per week at its 10,500 store locations, earning $559 billion in fiscal year revenue for 2021. Founded in 1926 and based in Paris, Publicis Groupe represents the third largest global communications group in the world.

“We are excited and honored to be part of the Walmart family. We look forward to bringing the Walmart story to life through excellence, innovation and industry-first initiatives,” said Arthur Sadoun, chief executive and chairman at Publicis Groupe.