Wal-Mart Stores has chosen Haworth Marketing & Media as its premier agency when the retailer’s new year commences Feb. 1. The retailer is parting ways with Mediavest effective Jan. 31, as U.S. chief marketing officer Tony Rogers sought to make a change. Rogers noted recently that Haworth’s role will go well beyond that of a traditional media agency.
Advertising Age reported in April that Walmart was in talks with Haworth, as soon as Target dropped the agency. Walmart spends roughly $2 billion annually on its advertising, according to Kantar.
Rogers said Haworth’s roles will include media planning and placement, strategy for brand integrations and strategic partnerships in the marketing, media and entertainment arenas.
“Haworth’s expertise in delivering compelling media solutions, combined with their positioning in the media and entertainment industry, will make them a tremendous resource for us,” Rogers notes.
Haworth has offices in Minneapolis and Los Angeles.