Sam’s Club Names VMLY&R Its First AOR

Walmart subsidiary Sam’s Club has appointed VMLY&R its first agency of record following a competitive pitch.

The account was put in review in order to consolidate of a variety of agency roles under one single partner.

The review was also reportedly driven by “conflict issues” after one of its agency partners Mono returned to the roster of rival Target.

VMLY&R will begin work in March 2021 to lead the development of a new brand platform, creative, and omnichannel strategy.

While the agency declines to discuss creative direction in depth, VMLY&R says it will build on the current brand promise to “Expect Something Special” and bring it to life in a way that appeals to Sam’s Club’s diverse member base. The agency will also “encourage advocacy” for the brand.

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