Wal-Mart ad account goes to Interpublic, Publicis cos

By Michele Gershberg

NEW YORK (Reuters) - Wal-Mart Stores Inc. (WMT.N: Quote, Profile, Research, Stock Buzz), the world's largest retailer, said on Friday it selected agencies from Interpublic Group of Cos (IPG.N: Quote, Profile, Research, Stock Buzz) and France's Publicis (PUBP.PA: Quote, Profile, Research, Stock Buzz) for its advertising work.

Shares of Interpublic surged as much as 4 percent with word of the decision that keeps the Wal-Mart account with the world's third-largest advertising group, even though it will be handled by a different agency within the company.

Wal-Mart put its estimated $580 million advertising account up for review in December, just days after the departure of a key marketing executive and barely one month after a previous review assigned the work to sister Interpublic agency DraftFCB and Aegis Group AGS.L media buyer Carat.

Interpublic's Martin Agency will take the lead in handling creative work on the account while Publicis agency MediaVest will be responsible for media planning and buying, Wal-Mart said in a statement on Friday.

Wal-Mart also named three agencies to focus on the black, Asian and Hispanic communities in the United States: GlobalHue, IW Group and Lopez Negrete.

Wal-Mart first put its advertising into review as it sought to shape a more polished image from the smiley-face logo and "Always Low Prices" slogan most associated with its image.

The company has added more upscale items to its shelves, from flat-panel televisions to trendier women's clothing, but the push has not been entirely successful so far.

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