Wal-Mart Reopens Account Review

After the abrupt departure of Julie Roehm, the Wal-Mart executive in charge of the recent agency review, the mega-store is back in the market for a new agency.

Wal-Mart parted ways with longtime agency Bernstein-Rein of Kansas City when it selected DraftFCB as it's new suitor in October. However, DraftFCB is now out and will not participate in round two of the fight for the $580 million account. No word from GSD&M or local powerhouse Bernstein-Rein about the possibility of getting back together with their ex.

Bernstein-Rein Loses Wal-Mart

It's official, the biggest agency in town lost its biggest account. Ad Age reports that Bernstein-Rein is not on the list of five finalists for the Wal-Mart review, and Bernstein-Rein officially released a statement announcing its partnership with Wal-Mart will come to and end.

Another one of BR's accounts could also be in jeopardy. AdWeek reports that NetZero has contacted other agencies about its $70 million account. Not a good day for Bernstein-Rein.

Wal-Mart Casts A Large Shadow in Kansas City

Wal-Mart's review of its advertising agencies not only threatens local powerhouse Bernstein-Rein, it also threatens lots of Kansas City shops that rely on Wal-Mart projects from Bernstein-Rein. Local production houses like Bark Productions, Liquid 9, Substation K, Take 2, Third Eye Productions, Wheeler Audio, and Walter Bryant Music have all had their hands in the Wal-Mart cookie jar. And though they're not actually fighting to keep the Wal-Mart account like local 300-pound gorilla, Bernstein-Rein, the loss of that business could hurt these smaller production houses.

I'm not trying to suggest that the loss of Wal-Mart would bankrupt these shops. But Bernstein-Rein's efforts to keep work in-town has been well documented. So when the biggest agency in town loses its biggest client, who provides an awful lot of work for local production houses, the little guys will feel the results.

So on behalf of these shops and all those recent college grads seeking employment, I just want to let Bernstein-Rein know we're rooting for you.

Everyone Loves Mazes

This is a pretty complete concept. There is a nice mini-site and some funny television spots that fill out this campaign. Props to my boys, Dave and Chris.

Agency: Bernstein Rein
Creative Director: Arlo Oviatt
Art Director: Dave Thornhill
Copywriter: Chris Corley
Client: Powell Gardens


Here's another maze concept via Ads of the World.


Agency: Creative Circle
Art director: Marion Bryan
Copywriter: Asheen Naidu
Client: Suzuki Grand Vitara 4x4

Wal-Mart's Smile Goes Down in Flames

Wal-Mart put their agencies, Bernstein-Rein and GSD&M under review, because they want to promote a new image. No longer are they just promoting low prices. Now, they want to be known for the quality of their products. This means that "Captain Smiley," as I'll call him, won't be swashbuckling his way into your hearts and rolling back prices any more.

So if Wal-Mart is phasing out "Captain Smiley," why are they fighting a legal battle to preserve him? They are suing some guy in France who claims to have the trademark for the smiley face. Seems like a waste of money to protect an advertising icon that is going the way of Mr. Whipple and the "time to make the donuts" guy.