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Martin Agency, MediaVest Win Wal-Mart Re-Do

In the re-do of its creative and media review, Wal-Mart has awarded its $580 million account to the Martin Agency and MediaVest, according to AdAge.

The re-do process began in December, after the retailer fired ad executive Julie Roehm and ousted the agencies that she had brought onboard during a review earlier in the year. The earlier review ended with DraftFCB and Carat winning the business in November, but when Roehm was fired, the account was thrown back into play. Carat was invited to repitch, while DraftFCB was not.
In the media portion of the second review, Carat pitched against MediaVest and Mediaedge:cia. For the creative review, the Martin Agency went up against Ogilvy & Mather.

Of the five, ultimate media winner MediaVest was the only agency that had not been a finalist in the initial review.

GlobalHue won the African American portion of the multicultural account, while Lopez Negrete Communications will retain the Hispanic portion. The Asian American portion of the account has not yet been awarded.