Wal-Mart Stores has launched a strategic advertising partnership with the Publicis Groupe and has dropped its marketing ties to The Martin Group, according to the companies and published sources.
The strategic relationship will give Wal-Mart access to all of Publicis Groupe’s agencies and resources, according to the marketing firm.
A new business function emerging from Publicis Groupe and Wal-Mart will partner on advertising and marketing efforts, according to the firm. The non-exclusive relationship went into effect on July 1, according to the Publicis Groupe, and initially applies to Wal-Mart’s advertising in the United States. It includes generation of in-store creative for which Publicis Groupe will function as the primary agency of record. Wal-Mart will have access to resources outside of marketing, including capabilities to support corporate reputation and technology that builds relationships with its customers.
“Our ambition globally is to make every day easier for busy families, and having best-in-class marketing is critical to achieving that goal,” said Doug McMillon, Wal-Mart president and CEO. “This relationship with Publicis Groupe will help us think and act differently, which will ultimately enable us to serve our customers even better.”