Sam's Club hires Ogilvy to provide boost to its brand

CHICAGO: Sam's Club, the Wal-Mart-affiliated warehouse retailer, has selected Ogilvy as its AOR.

CHICAGO: Sam's Club, the Wal-Mart-affiliated warehouse retailer, has selected Ogilvy as its AOR.

The contract was announced last week, following a competitive RFP. Ogilvy said that it beat out Edelman and Hill & Knowlton for the task, among other agencies.

The account will be led out of Ogilvy's Chicago office.

Betsy Neville, MD of Ogilvy in Chicago, described the work as "overall brand visibility for Sam's Club, and then special projects throughout the year... around seasons, and individual departments." The first special project will be a "Taste of Sam's" promotion featuring celebrity chef Wolfgang Puck, she said.

The agency's consumer practice will handle the bulk of the work on the account. "There are plans to do multicultural work, as well," Neville said.

"It was an interesting pitch for us," she said. "They really challenged us creatively."
Ogilvy declined to provide financial terms of the deal.

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