Walmart has announced the launch of a new strategic relationship with Publicis Groupe, which will give the retail giant “unfettered access to all of the marketing major’s agencies and resources”.
The non-exclusive relationship came into effect from 1 July, and will see both sides work on advertising and marketing efforts. The deal will initially apply to Walmart’s US advertising and in-store creative, for which Publicis will function as the primary Agency of Record.
Walmart will also have access to resources outside of marketing, including capabilities to support corporate reputation and technology that builds relationships with customers. Publicis said it will pull resources from the various agencies in its portfolio to ensure the right talent is working on each Walmart project.
Walmart noted: “Our ambition globally is to make every day easier for busy families, and having best-in-class marketing is critical to achieving that goal. This relationship with Publicis Groupe will help us think and act differently, which will ultimately enable us to serve our customers even better.”