Walmart Connect Announces First Strategic Agency Partnership with Omnicom

Walmart Connect, a closed-loop omnichannel media business of America’s largest retailer that offers advertisers the opportunity to reach Walmart shoppers across Walmart’s web and mobile platforms, across Walmart’s physical stores, and across the web, announced a strategic partnership with Omnicom Media Group. A partnership between Walmart Connect and an agency holding company is the first of its kind.

At the Cannes Lions Festival of Creativity, Walmart Executive Vice President and Chief Revenue Officer Seth Dallaire said, “As marketers prepare for the deprecation of third-party cookies, Walmart is building an ecosystem to leverage its first-party data and customer relationships to help deliver stronger ROI in an increasingly fragmented marketplace.”.

The partnership with Omnicom illustrates Walmart Connect’s intent to drive growth, improve product capabilities and educate the industry on the value of retail media platforms in delivering measurable solutions that connect clients with omnichannel shoppers.

The partnership encompasses pricing, agency support, ongoing product feedback, as well as ground-floor opportunities for Omnicom clients.

Additionally, this agreement will enable Omnicom’s agencies to deliver connected experiences across owned, earned, and paid media platforms using Walmart audiences in Omni – Omnicom’s open operating system that orchestrates better outcomes across the entire consumer purchasing journey.