Sam’s Club has just appointed Publicis Groupe as its integrated agency of record, and it’s a big deal. This isn’t just about marketing; it’s about reimagining how Sam’s Club shows up in culture, in clubs, and across digital channels.
The Numbers Don’t Lie
Sam’s Club reported a 6.3% U.S. sales growth (excluding fuel) to $90.2 billion for the fiscal year ending Jan. 31, 2025. That’s not bad for a retailer that’s trying to stay competitive in a crowded market.
The Industry Shift
This appointment reflects a broader shift toward integrated models across the industry. Performance-driven retail brands like Walgreens Boots Alliance and Kroger are already doing it, and now Sam’s Club is following suit.
The Partnership
Publicis Groupe will be handling paid media, creative, social, and production, consolidating responsibilities that were previously split between Horizon Next and Arnold Worldwide. This is a big win for Publicis, and it’s a testament to their ability to deliver results.
The Relationship
This appointment also deepens the retail giant’s relationship with Publicis Groupe, which already serves as parent company Walmart U.S.’ media agency of record. This is a strategic move that will likely pay off in the long run.
The Pitch
The pitch was run by MediaLink, and Publicis Groupe was one of two finalists, alongside Dentsu. This is a competitive process, and Publicis Groupe came out on top.
The Future
So what’s next? Sam’s Club is looking to reimagine how it shows up in culture, in clubs, and across digital channels. They’re looking to bring a little magic to every member, at every moment. This is an ambitious goal, but with Publicis Groupe on board, they’ve got a good shot at making it happen.
