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Walmart hires Cossette

Walmart Canada of Mississauga has retained Cossette as its advertising agency of record. Cossette won the assignment in a competitive review process. The assignment includes all of the retailer's marketing activities leading up to the 25th anniversary of Walmart's arrival in Canada.

"With award-winning creativity, rich retail experience, and a deep understanding of our customers, Cossette will be a valuable partner in helping to modernize the Walmart brand while keeping true to our mission of saving Canadians money so they can live better," said Tammy Sadinsky, vice-president of marketing communications at Walmart Canada. "From being Canadians' number-one choice for low prices to building strong communities, we are excited to work with the best-in-class team at Cossette to build the next chapter of our Walmart story."

The agency's first work for Walmart is a holiday season campaign that will begin this month. It will include a 60-second commercial featuring a teddy bear character in a Walmart store, waiting to be purchased. The campaign will also include the return of the chain's "Toy Academy" website.

Media buying for the campaign is being conducted by Mindshare, with social media content by Church & State and social media buying by Reprise. Digital advertising is being conducted by Medianet, while in-store materials are being produced by St. Joseph Communications. Apex is providing public relations and influencer support.

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