Did you get an RFP for the Walmart Hispanic review?

In the Hispanic advertising and media business, there are several high-profile accounts that exemplify major brand and services categories. Walmart is on of these brands that is considered a ‘Hispanic Blue Chip’ agency account.

Walmart is opening up their entire advertising supplier list to reviewed, mainstream and multicultural. Houston based Lopez Negrete Communications has held the account for many years and has been invited to the review. Chicago based E. Morris Communications is also invited back to defend their portion of the African-American account,(we had previously reported that Global Hue was handling the Walmart African American portion and was in the review, we stand corrected).

This account can make or break an agency in the Hispanic market.

There are several multi-national and independent Hispanic agencies waiting for an invitation.

A couple of questions:

Does Walmart want one agency conglomerate to handle all mainstream and multicultural?

Is just placing the multicultural effort under one agency a priority?

The need to hire the ‘Best of the Best’ in each discipline the opportunity for an independent Hispanic agency?