WPP-backed Haworth is the incumbent media agency, according to a person familiar with the matter. WPP’s VMLY&R handles creative. Haworth executives didn’t immediately respond to voicemails for comment. VMLY&R declined to comment. The Sam’s Club spokesman declined to comment on the incumbent but said the review covers two media assignments.
Sam’s Club historically has spent heavily on direct mail and search, which is common for club store rivals Costco Wholesale and BJ’s Wholesale Club as well. But its measured spending has increased substantially this year. Sam’s spent $94 million on measured media last year but already spent $98 million in the first half of this year, according to Kantar.
That pales alongside Walmart. Overall, the company, including Sam’s Club, spent $477 million in measured media last year, per Kantar, and $3.1 billion in total advertising, according to the Ad Age Datacenter.