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Walmart Stores, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Founded by Sam Walton in 1962, Wal-Mart is one of the leading general retailers in the world. Along with its flagship Wal-Mart brand, the company operates Sam's Club discount wholesale stores, Wal-Mart Supercenters, and Wal-Mart Neighborhood Market. Wal-Mart Stores, Inc. is headquartered in Bentonville, AR.

Main Telephone (479) 273-4000
Main Fax (479) 273-1931
Primary Address
702 Southwest Eighth Street
Bentonville, AR 72716

Walmart Stores, Inc. Contacts

Contacts (5/98)
Name Title State
Doug M. Chief Executive Officer - Walmart Stores AR
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (479) 273-4000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 702 Southwest Eighth Street
Bentonville, AR

Rob W. Chairman AR
Rollin F. Executive Vice President & Chief Administrative Officer AR
Tony R. Chief Marketing Officer - U.S. AR
Steve B. Chief Merchandising Officer AR

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Walmart Stores, Inc. *********
Neighborhood Markets ******
Walmart Supercenters *****
Equate ****
Vudu, Inc. *

Agency Relationships

Brand Agency Service From To
******* ******, ***. ******* & ******* * AOR - public relations 2000 present
******* ******, ***. *** Creative, Shopper 2015 present
******* ******, ***. ****** ***** ************** multicultural 2006 present
******* ******, ***. ****** creative 2012 present
******* ******, ***. ****** **** multicultural 2011 present

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In Review?: No. 99 Walmart parts ways with MediaVest

Subject: Branding, creative, TV, Hispanic, print, online, digital, video, mobile radio, outdoor

Company: Winmo profile)

Update (2/17): Shortly after naming a new CMO, Walmart has cut ties with its North America media agency, MediaVest. Not much else is known about the status of the account, including whether a replacement has been named or if the company will initiate a review. Agency readers with the scope to handle this large account should reach out, as there might still be time to pitch the business. Also, keep in mind that agency shifts tend to come in pairs, so this media shift may signal upcoming creative changes as well. Read more about Walmart’s marketing spend/plans below. 

This is just the latest large loss for MediaVest – over the last year it has also lost Coca-Cola and much of its P&G business (more here).

Update (12/18): Walmart has announced that Tony Rogers will succeed Stephen Quinn as the company's US CMO. Rogers will begin his duties mid-January, just before Quinn's retirement on Jan. 31. Rogers has served as CMO for Walmart China for the last two years. Prior to that, he held various marketing positions with the company. Before his time at Walmart, Rogers worked his way up to VP of marketing with PepsiCo. Rogers promotion raises Walmart's score to 72, placing it in “Account in Jeopardy” status.

During his time with Walmart, Rogers has been instrumental in the push into multicultural marketing, so agencies and sellers in that space should reach out for potential opportunities in 2016. Michael Francis, the Target exec who was brought on last week, will act as a marketing consultant. Read more about Walmart's marketing below.  

Originally published on 12/11: Stephen Quinn, Walmart's CMO since 2007, will turning the retail giant around, including boosting e-commerce revenue. 

As such, look for Francis to evaluate Walmart's agency roster since a change in creative and advertising messaging appears to be on the way. Besides the arrival of new decision makers, all of Walmart's major agency relationships are over 2.5 years old, the average length of agency tenure, making the account even more vulnerable. So, agencies should start making introductions to marketing lieutenants to be top-of-mind when evaluations begin. Also, one of these VPs could be promoted to succeed Quinn.

Additional Information

Other Agency Relationships: IPG's Martin Agency works on creative, along with other shops

Media Spend: Walmart's measured media spend was $862.8 million last year, down 4% from $901.8 million in 2013, according to Kantar Media. About half of Walmart's budget supports broadcast ads, primarily network and cable TV ads. The second half mostly goes to Spanish language network TV, magazine, newspaper, display, network radio ads and outdoor.

National TV Spend: In 2015, Walmart spent $365.5 million on national TV ads, according to iSpot (up from  $302.3 million in 2014). See charts for 2015 channel/show targeting.

Digital Breakdown: Per Moat, Walmart ran 3,262 display ads on 10,000+ publishers (15% mobile). Top ad destinations include:,,, and (18% placed site direct). Walmart also ran 1,480 high impact ads and 255 video ads on publishers such as NBC, Vox, Nickelodeon and Yahoo! Sports. 

For 2014, Walmart ran 3,526 display and 1,447 high impact ads on 9,228 publishers (13% mobile; 60% placed site direct). Note that no video ads were run in 2014.

Winmo profile)
702 Southwest Eighth St.
Bentonville, AR 72716
(479) 273-4000

Wanda Young
Vice President, Media, Digital & Partnership Marketing
Direct Dial: (479) 204-8685

Brian Monahan
Vice President, Marketing –
(650) 837-5000