Walmart and Publicis Groupe have formed a non-exclusive ‘strategic relationship’ giveing the retailer access to all of the holding group’s agencies.
A new – as yet unnamed – division of the Groupe has been founded to manage the supermarket chain’s advertising and in-store creative in the United States. Walmart will also have access to resources outside of marketing, including capabilities to support corporate reputation and technology that builds relationships with customers.
The deal will mean Publicis will act as the primary agency of record and comes as a result of the group’s ‘Power of One’ strategy, which was unveiled by CEO Maurice Levy last year.
The shift saw Publicis r
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