What it takes to land the Wal-Mart account

09/18/2006 | Bloomberg Businessweek

There are four agencies angling to handle the creative side of Wal-Mart Stores' advertising, and according to Businessweek.com the winning shop will come up with a plan to get the retailer's existing customers to buy more goods from more departments. Wal-Mart, which spends an estimated $570 million per year on advertising, is less interested in attracting new customers, according to the report, than appealing to existing customers as a place to shop for groceries, apparel, home electronics, pharmaceuticals and beauty products and home furnishings.

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