Wal-Mart finally putting an end to speculations confirmed that it has awarded its advertising account to the agencies owned by Interpublic Group and Aegis Group. Wal-Mart since long time struggling to position itself in the market with its new image and the company seems to be disillusioned with its existing advertising agencies. The creative account of the company was handled by Omnicom Group, GSD&M and Bernstein-Rein, with which Wal-Mart severed its ties recently.
However, last week rumors were taking rounds that Wal-Mart has awarded its $578 million advertising account to DraftFCB, owned by Interpublic Group and Carat USA, owned by Aegis but the company had not confirmed this development officially.
The retailer giant has changed its marketing policy from a prevailing national approach to a store-by-store, customer-by-customer approach. Wal-Mart has reportedly stated that DraftFCB and Carat is expected to provide more personalized communications with specific focus on local outreach.
On the other side of the story, the present deal has of course leased a new life to Interpublic Group as it was struggling to cope up with its client losses and management changes.
