R.I.P. Retailer Dominance, 1970-2006

Joe Mandese, in his regular column from the US, looks behind the scenes of Wal-Mart's recent appointment of Draft FCB (a newly fused agency combining direct response and brand advertising expertise) and Carat (for media and marketing mix modelling).

R.I.P. Retailer Dominance, 1970–2006

Joe Mandese

Some recent moves by the world's largest retailer appear to signal an important shift in control of consumer marketing intelligence. And if I am right, it means we have officially exited an era dominated...