In 2005, Sam's Club spent $15 million in measured media, according to TNS Media Intelligence. But executives close to the review have said media billings could rise as high as $100 million.
"We selected StrawberryFrog because they offered the greatest strategic insight, game-changing creativity and vision for the future of Sam's Club," said Mark D. Goodman, exec VP-marketing, membership and e-commerce at Sam's Club, in the statement.
Scott Goodson, CEO and chief creative officer at StrawberryFrog, attributes the win to the agency's media-agnostic approach. "We spark cultural movements for brands. ... We demonstrated throughout the pitch process that we do this through total engagement. That we don't default to mass media," he said.
Omnicom Group's GSD&M is the last agency to work on the account. The review was handled separately from the $578 million Wal-Mart brand review. Wal-Mart was not immediately available for comment beyond the statement provided by the agency.