DOWNSIDE: Wal-Mart is following in Target's footsteps going upscale with merchandising, store format and marketing. As Wal-Mart breaks new ground by going green, shaking up the organic market, and even making friends in the gay and lesbian community, could Wal-Mart claim a position as unconventional as Target's "Design for all" marketing strategy?
AD BUDGET: $1.02 billion
* Omnicom's BBDO Worldwide and Atmosphere-BBDO, N.Y.; Fame, Minneapolis
* Peterson Milla Hooks and Haworth Marketing & Media, Minneapolis
* Wieden & Kennedy, Portland, Ore.