Dive Brief:
- According to Ad Age, Target is taking its $686.3 million media and planning business to GroupM from WPP’s Haworth Media and Marketing.
- Target had been with Haworth since 1970, serving as its founding client.
- On the heels of Target’s announcement, Ad Age is also reporting that Walmart is talking to Haworth. Wal-Mart dropped its agency relationship with Publicis’ Mediavest earlier this year after previous Target CMO Michael Francis joined the retailer as a marketing consultant.
Dive Insight:
The moves follow a year in which an unprecedented, multi-billion dollar review process from major brands shook the agency world.
Though Wal-Mart hasn't officially made any moves, Ad Age reported that a spokesperson did confirm the conversations with Haworth, saying, "They are a great agency with unique capabilities that could be an interesting partner in the future."
Per Ad Age's Datacenter, Wal-Mart spent over $900 million on measured media in the U.S. in 2014.
Target had previously disclosed it was reviewing agency relationships last October, and two years ago WPP Group acquired a 49% stake in Haworth.
"Since bringing GroupM on board in 2015, we've been impressed with their team and industry-leading media and measurement capabilities. We're working with GroupM to build an incredible Target team and look forward to this next chapter together," Kristi Argyilan, senior VP of media and guest engagement at Target, said in a statement.
About the relationship, Rob Norman, chairman of GroupM North America, said, "Target has an unwavering commitment to improving its guests' experience and we will focus all of our talent, tools and insights to help them win."