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Wal-Mart’s $578 Million Ad Account in Review

The agencies that have handled Wal-Mart’s $578 million U.S. creative and media activities - including longtime incumbents Omnicom Group’s GSD&M and independent Bernstein-Rein - have recently been informed that the account is now in the early stages of review, according to a Wal-Mart spokeswoman, writes Ad Age.

The spokeswoman also said that Wal-Mart wants an agency that focuses on different media channels to fully integrate the communication of a consistent message across all media.

“We want to be sure we have the best possible resources on our marketing across all spaces,” a client representative said, adding that the incumbents are invited and plan to participate, writes Adweek. For the past 19 years, GSD&M has worked for the retailer, while Bernstein-Rein has contributed for more than 30 years.

Also, Wal-Mart’s CMO, John Fleming, has been on a hiring spree since he moved to the company from Target Co., planning to increase the marketing team of 200 by 30 percent.