Anfield thanked VMLY&R and Haworth for their work on Sam’s over the years. VMLY&R declined to comment and Haworth executives didn't immediately respond to requests for comment. Both had been on the roster when Anfield took over her position last year following the departure of Tony Rogers as chief member officer in 2022. VMLY&R became the club retailer’s first creative agency of record in 2021, though Sam's had a track record of working with creative shops such as Strawberry Frog, the Via Agency and Mono on a project basis over prior years.
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Anfield said the Sam’s team was impressed with Arnold for the agency’s creative vision for authentic storytelling that connected directly with the core member base of Sam’s Club. Arnold’s area of focus for the brand will include driving brand affinity, building unaided awareness and effectively communicating the benefits of membership, according to the statement.
“Our partnership with Sam’s Club has been a true collaboration inspired by our teams’ shared ambition to create meaningful work that demonstrates the company’s purpose in a distinctive way,” said George Sargent, CEO of Arnold Worldwide. “We’re proud of our first work together, and we’re excited for what’s to come.”
Sam’s Club worked quickly to onboard Arnold and produce the first creative campaign to come from the new agency.
“The work features a 60-second spot that embodies a message of togetherness,” said Jonathan Stiers, chief creative of Sam’s Club. “Sam’s Club has always helped make the moments in life easier for members, whether they’re celebrating, hosting, or giving back. Our new ad celebrates the beauty of those everyday moments made possible by Sam’s Club.”
The spot will air across connected TV, online video, social, and the brand’s owned channels in a variety of formats beginning May 8.