Richmond’s Take

The Wall Street Journal (paid sub. req.) says Wal-Mart’s new ad campaign strikes “an emotional chord,” although I fail to see much evidence of it in the following print ad.
The campaign hopes to evoke “a series of simple, real parent-to-parent conversations with Wal-Mart customers,” says Danny Robinson, a creative director at Martin Agency, an Interpublic Group-owned agency based in Richmond, Va. “It was important that people get to see what we are selling,” he says.
Highy respected Martin picked up the business after the Draft-FCB debacle.
In other Wal-Mart news, the retailer is introducing a new feature on its website that lets users review and rate products sold in their stores.
Matthew Creamer of Ad Age calls the move “a bleated push by the stodgy giant into the social web.” Creamer also says the real benefit may turn out to be how it affects the performance of the Wal-Mart online store in search-engine rankings, a crucial factor in the performance of online retailers.
Consumer-generated reviews will give Wal-Mart thousands of additional pages of content to be indexed by major search engines, which look favorably on unique new content.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.