Walmart’s New Cost-Cutting Target: The Ad World
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Having driven cost out of distributing goods for decades, Walmart has a newer vision: Driving waste out of advertising and media. And not just for itself. As Brian Monahan, VP-marketing of Walmart.com said in a talk at the Ad Age Digital Conference on Tuesday, the retailer hopes to do the same for its suppliers, too.
Mr. Monahan, who came to the top marketing post at Walmart’s San Bruno, Calif.-based online retail operation last year from Interpublic’s Magna Global, made clear one of the advantages of Walmart bringing in a career media executive with a technological bent. He knows about software, having among other things helped set up Interpublic’s agency trading desk for programmatic buying of digital media.
“Media planning today is beyond human comprehension,” Mr. Monahan said. “There are so many choices on where you can put your precious investment. It’s a software problem.”
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