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Walmart Hands Haworth Responsibility For Wide Range Of Advertising/Media Efforts

January 3, 2017: 12:00 AM EST
Walmart has officially dropped Mediavest as its advertising shop, replacing it with Target’s former agency, Haworth Marketing + Media. Haworth’s new role, according to U.S. Chief Marketing Officer Tony Rogers, will extend “well beyond” that of a traditional media shop. The company said Haworth will provide a number of media services beyond planning and placement. These will include developing strategy for brand integrations and developing strategic partnerships in the marketing, media and entertainment arenas. Walmart has posted 10 consecutive quarters of same-store sales growth, including a 1.2 percent 3rd quarter gain in the U.S. Target reported a same-store sales decline of 0.2 percent for its fiscal third quarter, and flat sales for the first nine months. Walmart spent $2.1 billion on U.S. advertising in 2015. [ Image credit: ©  Walmart ]
Jack Neff, "Walmart Shifts Massive Media Account to Target's Former Agency Haworth", Advertising Age, January 03, 2017, © Crain Communications
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