Wal-Mart Reopens Search for Ad Agency

Bentonville, Ark., Wal-Mart Stores has reopened its search for an advertising agency of record, according to a report in the Kansas City Business Journal. The news comes just days after Julie Roehm, senior VP of marketing communications at Wal-Mart, abruptly left the company. She had led Wal-Mart’s agency review and was responsible for the decision to fire Wal-Mart’s longtime agency, Kansas City-based Bernstein-Rein Advertising Inc.

In October, Wal-Mart announced it had hired Interpublic Group’s DraftFCB to serve as its agency of record and Aegis Group’s Carat USA to help with marketing. Bernstein-Reif had handled the majority of Wal-Mart’s estimated $580 advertising portfolio for more than 30 years. The company is leading Wal-Mart’s holiday campaign and remains under contract through Dec. 31. It was uncertain whether Bernstein-Rein would attempt to win back the Wal-Mart account.