Wal-Mart to Reopen $580 Million Account Review

Newly Appointed DraftFCB Cut Following Ouster of Julie Roehm

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NEW YORK (AdAge.com) -- Wal-Mart Stores will reopen its $580 million creative and media review following the ouster of the Julie Roehm, the Wal-Mart executive in charge of the recent review that resulted in DraftFCB being named agency of record last month.
Wal-Mart's $580 million creative account is back in play.
Wal-Mart's $580 million creative account is back in play.

Carat eligible
DraftFCB will not be eligible to participate, said Mona Williams, a Wal-Mart spokeswoman. Aegis Group's Carat, which won Wal-Mart's media-buying and -planning duties will be eligible, she said. The review is expected to be concluded by the end of January.

Ms. Roehm, the former senior VP-marketing communications at Wal-Mart, left the retailer earlier this week, leaving in her wake a swirl of rumor. Neither Ms. Roehm nor the company would discuss the circumstances of her being fired.

Review to move 'quickly'
Ms. Williams said: "This is the result of new information we've received over the last few weeks. Because of the work done already in the selection process, this new review should move more quickly. We are open to another IPG agency in the process."

The move is a huge blow to DraftFCB, a newly merged unit at Interpublic Group of Cos. that shocked the ad world by winning an account with the heft of Wal-Mart just months after its merger was announced. "We're disappointed," a DraftFCB spokesman said.

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Mya Frazier contributed to this report.
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