Walmart Connect forms strategic partnership with Omnicom Group
Category: #retail  By Pankaj Singh  Date: 2022-06-21
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Walmart Connect forms strategic partnership with Omnicom Group

Walmart Connect, the media unit of Walmart, has reportedly announced a strategic agency partnership with Omnicom Media Group, the media services division of Omnicom Group Inc.

The collaboration marks the first-of-its-kind deal between an agency holding company and Walmart Connect.

Walmart Chief Revenue Officer and Executive Vice President Seth Dallaire announced the partnership at the Cannes Lions Festival of Creativity.

Dallaire added that the company is developing an ecosystem and a platform that uses the scale of its first-party data and robust consumer relationships to deliver a strong return on investment in an environment that is increasingly fragmented.

The partnership encompasses agency support, pricing, ground-floor opportunities, and ongoing product feedback. Furthermore, it provides a broad spectrum of commercial and strategic advantages to Omnicom clients.

The agreement most significantly allows cross-screen strategizing against Walmart audiences in Omnicom's open operating system Omni. This forms optimum results for clients throughout the entire journey of customer purchase and allows the agencies of Omnicom to provide linked experiences across commerce and media platforms with earned, in-earned, and paid environments.

Planners can recognize the apps, screens, and domains with the most effective cost and reach for Walmart audiences. They can use the Omni ID and can push the first-party data of advertisers to the Walmart DSP where it consolidates with Walmart audiences.

According to Megan Pagliuca, Chief Activation Officer of Omnicom Media Group North America, the strategic partnership with Walmart Connect increased the effectiveness and efficiency of investment for its clients.

The Omnicom and Walmart collaboration represents the combination of several industry trends. This includes the rising impact of retail media networks and increased interest in the partnership between agencies, retailers, and marketers aiming for a competitive advantage in a thriving marketplace.

The deal continues the partnership between Omnicom and Walmart Connect that began last year with the participation of Omnicom Media Group in a beta test for the frequency cap function of Walmart DSP.

Source credit:

https://www.prnewswire.com/news-releases/walmart-connect-announces-first-strategic-agency-partnership-with-omnicom-301571388.html



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Pankaj Singh

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Pankaj Singh

Pankaj Singh Develops content for Market Size Forecasters, Algosonline, and a couple of other platforms. A Post Graduate in Management by qualification, he worked as an underwriter in the UK insurance domain before deciding to switch his field of profession. With exp...

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