AdAge reports Wal-Mart Stores has ended its long-and-drawn out review for multicultural planning and buying by consolidating its 60 million-plus account to Starcom MediaVest Group's 42 Degrees, NY.
The move by Publicis Groupe's SMG earlier this year to break up its industry-leading multicultural media shop Tapestry into two units appears to have paved the way for the win, said the story (3/8/07 TVBR #47).
"Tapestry, aligned with SMG's Starcom unit and with offices in Chicago and Miami, handles Wal-Mart rivals Walgreens and Best Buy, but 42 Degrees doesn't have such conflicts. Though the shop is owned by SMG, it's part of the MediaVest unit and is entirely separate from Tapestry," said the story.
MediaVest won the rest of Wal-Mart's 500 million dollar media account in January.
Wal-Mart spent 60.7 million on Spanish-language media last year, according to TNS Media Intelligence.
