Walmart, the American distribution juggernaut, has chosen Publicis Groupe to take charge of its media strategy.
At the end of the most important competition of the year 2021 in the media buying sector, Publicis won this contract covering the definition of Walmart's media strategy, planning, the purchase of spaces as well as partnerships. .
“We are impressed with the Publicis employees, their marketing leadership and their expertise in planning, execution and results measurement capabilities,”
said William White, Walmart Marketing Director.
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The French group is thus ahead of all the big names in the sector, in particular Omnicom and Dentsu but especially WPP, which managed this contract since 2017. During the previous call for tenders, WPP had won against Publicis.
Walmart is one of the largest American advertisers with nearly $ 2.4 billion spent in 2020, according to the specialist institute Ad Age.
The media buying part, which is the subject of this call for tenders, would represent between 514 and 600 million dollars depending on whether we take the figures from Ad Age or those from Adweek.
Mega contract
“We are thrilled and honored to be part of the Walmart family. We look forward to bringing this project to life through excellence, innovation and progress ”
from Publicis, said Arthur Sadoun, Chairman of the Publicis Management Board.
For Publicis, it is a new mega contract pocketed in the United States, after the winning in 2019 of part of the Disney group's media purchase contract which amounted to $ 3 billion.
Its competitor Omnicom won the channels and studios part while Publicis won the budget for Disney +, the SVOD platform.
Launched in the midst of a pandemic in 2020 by the American entertainment giant, the Disney + platform has since won 116 million subscribers around the world.
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