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Wal-Mart Brief Focuses on Cross-Selling

The final four agencies that will vie for Wal-Mart’s $570 million dollar account will attempt to design a brand campaign focused on cross-selling - one that increases consumer electronic sales while appealing to children and their parents.

According to a brief issued by Wal-Mart to the four agencies, the contestants are to use TV and traditional media, the web, and Wal-Mart’s in-store environment to accomplish the campaign’s branding goals, BusinessWeek reports (via MarketingVox). Rather than trying to bring new customers into the stores, Wal-Mart wants the winning agency to design a campaign that will cross-sell to customers, getting them to add items to their carts that aren’t low-priced and low-margin.

The final four agencies will make their presentations in October, and Wal-Mart wants them to focus on five categories of Wal-Mart’s business: food, apparel, pharmacy, consumer electronics and home furnishings.

Omnicom Group’s GSD&M; Interpublic Group’s Draft FCB Group and The Martin Agency; and WPP Group’s Ogilvy & Mather have been reported as the four finalists; GSD&M and Draft FCB have both confirmed.