Wal-Mart Canada has picked JWT as its advertising agency, replacing WPP cousin Publicis which held the account since 1999. MDC shop Allard-Johnson remains as the retailer’s agency in Quebec.
The RFP for the review issued by the Institute of Communication Agencies in early November, pegged the account at between $20-$30 million per year, and according to The Nielsen Company, Wal-Mart spent more than $50.6 million on measured media in Canada last year.
JWT won the account after a competitive review that included many of “Canada’s top-name agencies,” stated the Wal-Mart release announcing the decision late Tuesday afternoon. JWT will now take over “full-range marketing responsibilities to promote Wal-Mart Canada’s retail leadership and corporate citizenship.”
“JWT will be a valuable partner in helping shape our future public and consumer image in Canada, building on what has been established over more than a decade,” said Vi Konkle, chief customer officer, Wal-Mart Canada, in the release.
“We feel this is the beginning of a very exciting and productive relationship,” added Tony Pigott, president and CEO, JWT Canada. “We look forward to bringing to the Wal-Mart Canada team and mission a unique combination of creative, brand, and social strategy talent together with the clout and skills of our partners at Excelerator Media.”
Wal-Mart entered the Canadian market in 1994 with SMW Advertising as its agency. The account moved to Publicis when it acquired SMW in 1999.
