Wal-Mart Switches $580m Ad Biz to IPG's Melded Shop

27 October 2006

BENTONVILLE, Arkansas: The planet's mightiest retailer Wal-Mart has given a $580 million (€460.64m; £309.0m) boost to Interpublic Group's recently merged network, Draft FCB.

Although at the time of writing, the deal had not been formally inked, word from within the Wal-Mart camp is that DFCB will be officially garlanded today, Friday.

The decision to pick a new agency highlights Wal-Mart's interest in exploiting its vast storehouse of customer data - an area in which the former Draft agency is an acknowledged leader.

The brief is to develop campaigns targeting two customer groups, low-price loyalists and higher-income customers, with ads whose results can be accurately measured.

Insiders also say that the media planning/buying slice of the account will go to Aegis Group's Carat.

Data sourced from Wall Street Journal Online; additional content by WARC staff