Agency VMLY&R designated as primary advertising partner for Sam's Club
After a comprehensive review conducted in partnership with search consultancy Select Resources International (SRI), Walmart's retail warehouse division Sam's Club has appointed VMLY&R as its first agency of record. This partnership marks a significant consolidation for Sam's Club's advertising efforts and a new development in its advertising strategy.
Sam's Club, a $60 billion business, is seeking an agency partner to help fuel its accelerating momentum. Alicia Tillman, the person who first hired VMLY&R as the agency for Sam's Club, believes that this partnership will be instrumental in achieving this goal.
VMLY&R, a subsidiary of WPP, a global communications company, brings a wealth of experience and expertise to the table. Tony Rogers, the chief member officer of Sam's Club, expressed his excitement about the partnership, stating that they are looking forward to working with VMLY&R to create innovative and impactful advertising campaigns.
Last October, Sam's Club made waves with a unique marketing initiative: a virtual reality (VR) recreation of the Griswold house from National Lampoon's Christmas Vacation. The VR experience, which combined virtual reality with retail, allowed customers to explore the iconic holiday home and purchase items directly from Sam's Club's website. The success of this initiative underscores Sam's Club's commitment to innovative marketing strategies.
Prior to this partnership, Sam's Club worked with a variety of agency partners across different roles. However, with VMLY&R on board as its first agency of record, Sam's Club is poised to streamline its advertising efforts and focus on creating a cohesive and effective advertising strategy.
As Sam's Club continues to grow and evolve, this partnership with VMLY&R is sure to play a crucial role in its success. With a shared vision for innovation and growth, Sam's Club and VMLY&R are set to create a dynamic and exciting future together.
