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Direct Response Marketing

Wal-Mart Selects New Ad Agencies for its Account

17 Jan, 2007 Response This Week


BENTONVILLE, Ark. – Wal-Mart has once again selected a new advertising agency to handle its half-billion dollar account, choosing the Martin Agency and MediaVest.

The move comes after Wal-Mart dumped newly hired Draft FCB after the much-publicized firing of Julie Roehm, a top marketing executive, and her subordinate, Sean Womack. Wal-Mart has yet to give reasons why they let these individuals go, however the New York Times and other outlets reported that Roehm violated company policy by accepting gifts from potential vendors.

Under the new agreements, Martin Agency will handle Wal-Mart’s creative responsibilities, and Media Vest will be in charge of media planning and buying. 

"We've assembled a top-tier group of marketing partners that have deep retail experience, recognized creativity and an understanding of our customers. They are a 'best-in-class' team that will bring our brand to life – telling the story of who we are and what we stand for: saving people money so they can live better," said John Fleming, executive vice president and chief marketing officer at Wal-Mart.


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