The retailer giant, Wal-Mart Stores, has finally chosen two agencies, the Martin Agency and MediaVest to handle its creative account worth around $580 million a year. The fresh announcement has been made after five weeks when Wal-Mart surprised Madison Avenue by reversing decision to hire Draft FCB Group, owned by Interpublic Group, to handle its creative division and Carat USA to handle its media planning and buying. Wal-Mart had earlier rolled back its decision citing irregularities in the selection process involving Draft FCB and two Wal-Mart marketing executives.
In the present selection process during the Christmas season Wal-Mart had debarred Draft FCB from taking part in the selection process. However, it did invite Carat USA to contest the selection process only to fall short in the process.
Interestingly Wal-Mart has allowed another agency owned by Interpublic, the Martin Agency to participate for the second time. It paid off Interpublic as the agency was selected replacing Draft FCB to handle creative account.
The Martin Agency is famous for the popular gecko advertisements of Geico insurance and advertising campaigns for United Parcel Service.
