An article in Ad Age this week talks about Wal-Mart going hard after vendors for more of their ad dollars. It could mean them getting and extra billion bucks from P&G alone.
Why is that important? Right now, on a case to case volume, it’s probable that Wal-Mart under-indexes on co-op. So the money that CPG companies have to pony is going to come from guess where–all the other retailers on the planet. Turning the 800 pound gorilla into a 10 ton gorilla in terms of share of voice. Wal-Mart will be the sign-on to sign-off sponsor of every network in America.
Here’s the article. http://bit.ly/QkRTz
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