Jet builds a new brand strategy following Walmart acquisition

This event report addresses how Jet, the ecommerce company, is reconfiguring its strategy having been acquired by Walmart, the world's largest retailer.

Jet builds a new brand strategy following Walmart acquisition

Stephen Whiteside Warc

In September 2016, Walmart officially acquired Jet - a fledgling, 14-month-old ecommerce platform - for a combined $3.3 billion in cash and shares.

For Jet - and, in turn, R/GA and Maxus, its agencies - the transition from being a standalone startup to joining a massive legacy enterprise poses several immediate conundrums. Foremost among them are the status of its brand, how customers might reac

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